Juli Adams, a Seattle artist, has sued The Hartz Mountain Corporation for violating its license to use her “Angry Birds” plush pet toy line. Adams created the toy line before the insanely popular video game of the same name existed and licensed the line’s use to Hartz. Once the Angry Birds game exploded in popularity, Hartz used its license with Adams as leverage to negotiate with Rovio, the creator of the Angry Birds video game. As a result of the negotiations, Rovio gave Hartz exclusive rights to sell pet toys based on the video game characters, but Rovio did not inform Adams of this new contract. Now, Adams has sued Hartz for violating her trademark and breaching their contract.
Adams first created her Angry Birds toy line in 2006 at the request of a Hartz marketing executive, who had seen her art show in Montana while on vacation. Inspired by her own cats and their propensity to tear up their toys, Adams decided to make a line of pet toys that did not look happy to be messed with. Adams licensed the line to Hartz but retained the intellectual property rights so that Hartz couldn’t license it to anyone else. Continue reading



By Max Burke