AMS survey shows toy packaging causes confusion

The client, the manufacturer of a widely advertised and well-known children’s craft and activity product, was faced with a copy-cat product with a similar name, and packaging that shared many of the client’s distinctive packaging elements. Applied Marketing Science, Inc. (AMS) designed and executed a survey among the relevant purchasers, which showed significant confusion between the client’s product and that of the defendant. After the results of the survey were disclosed, the case settled on terms that were favorable to the client.