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Teddy Bear Maker Has Rival Seeing Red

ST. LOUIS (CN) - A patent battle over a teddy bear that changes colors has two toy makers snarling in court.

Cepia sued Build-A-Bear Workshop, in Federal Court. Both companies are based in Missouri.

Cepia claims that Build-A-Bear's "Hugs So Bright Teddy" violates Cepia's 2006 patent for "selectively illuminable, color-changing plush toys." Cepia sells its colorful bear under the GloE trademark, and as a Light Up Toy Bear.

Cepia says it showed the toy to Build-A-Bear representatives in 2009 and Build-A-Bear came out with Hugs So Bright in late 2012.

"Upon information and belief, these infringing activities have been willful and deliberate and are causing, and will continue to cause, substantial and irreparable damage to Cepia," the complaint states. "Cepia is preparing to release a Journey to GloE Movie and advertising campaign in 2013 to promote its selectively illuminable color changing plush bear toy, and Build-A-Bear's actions will continue unless enjoined by this court."

Cepia seeks damages and an injunction, and wants Build-A-Bear's Hugs So Bright Bears impounded.

Cepia is represented by Kara R. Fussner, with Harness, Dickey & Pierce.

Build-A-Bear previously partnered with Cepia to sell Cepia's Zhu Zhu Pets in its retail stores, the St. Louis Post-Dispatch reported. That agreement ended in 2010.

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