Sprinkles, the cupcake chain based in Beverly Hills favoured by celebrities, has launched a series of trademark battles against rivals attempting to break into its lucrative market. It has sent half a dozen cease-and-desist letters to competitors and filed three lawsuits, accusing rivals of copying the design of its sugary products and infringing its trademarked name. Famous Cupcakes in North Hollywood has been sued for using coloured dots on its icing which, according to Sprinkles, resembled the trademarked ‘modern dot’ which it uses to differentiate between different flavours of cakes. The Independent 06/09/08 page 29