Mattel Inc., the largest toymaker in the world, was sued for trademark infringement by an educational-technology company, Quia Corp. of San Mateo, California.  Quia accused Mattel and its Fisher-Price unit of infringing its “IXL” trademark.  The suit stems from advertisements by Mattel and Fisher-Price for a “multi-tech, six-in-one smart device fro preschoolers” that is marked as “iXL.’ Quia said it began using the term “IXL” for one of its e-learning web-based products in 2007, and that its promoted through several web sites. The program related to the “IXL” product now has more than 30,000 family memberships and 1,800 school membership in the U.S.  Quia claims Mattel’s use of “iXL” will be confused by their “IXL” and has objected to Mattel’s attempts to register “iXL” as a trademark.

In additional to tasking the court to bar Mattel and Fisher-Price’s use of “iXL”, Quia asked the court for an award to money damages and lost profits, attorney fees and litigation costs.