North American toy company Spin Master has sued Crayola LLC and its intellectual property holding company Crayola Properties for trademark infringement of its Liv brand.

In a statement released by Spin Master, the company reports "Crayola knowingly, willingly and unlawfully is infringing and intends to infringe on Spin Master's well-known 'Liv' trademark by introducing its new 'Liv Crayola' line of products targeted at young girls in June of this year."

Spin Master launched its Liv fashion doll line and supporting website (livworld.com) in June 2009.

The lawsuit was filed in the U.S. District Court for the Central District of California. Spin Master is seeking damages, attorney's fees and permanent injunction barring Crayola from infringing on the toy company's Liv brand.