Warren Buffett is a man of many ventures, but his latest legal endeavor is full of animosity.
Berkshire-Hathaway-owned Jazwares, which makes the now-viral Squishmallows plush toys, is suing popular stuffed animal maker, Build-A-Bear, in Los Angeles court over its new line of plush toys called Skoosherz , which Jazwares claims is an “imitation” of Squishmallows.
“When it comes to intellectual property rights, imitation is not the sincerest form of flattery,” Jazwares’ lawyer, Moez Kaba, said in a statement for Reuters.
Related: “It’s an Addiction”: The Rise of the Squishmallows, an Irresistible Plush Toy with an Adult Fan Base
Jazwares claims that Build-A-Bear “blatantly and intentionally” copied Squishmallows’ designs, which are based on “simplified Asian-style Kawaii faces,” and that in doing so, the company violated its intellectual property rights.
Squishmallows were first released in 2017 and were typically known for their softness and shapes that make them conducive to cuddling and stacking. There are more than 100 Squishmallow variations based on everything from animals to food to movie characters—even Buffett has his own Squishmallow.
The brand gained mass popularity in 2020 after going viral on TikTok during the pandemic, when many were focused on purchasing comfort items for their homes due to quarantine and social distancing rules.
@toysruscanada Replying to @emily_b871 #squishmallows #toysrus #fyp #trend #dance ♬ original sound – Coach
Now, celebrities like Kim Kardashian and Lady Gaga are among those with plush collections.
Buffett’s Berkshire Hathaway bought Jazwares’ parent company, Alleghany, in 2022.
Related: Build-a-Bear attracts adult consumers thanks to TikTok influencers
In response to the lawsuit on Monday, Build-A-Bear countersued Jazwares, arguing that Skoosherz is based on Build-A-Bear’s existing plush toys and that the company has been clear about this in marketing materials.
Jazwares is asking the court to prohibit Build-A-Bear from selling Skoosherz and to seek damages in an unspecified amount, while Build-A-Bear is asking the court to declare that it has not infringed any copyright infringement and that Squishmallows does not they do not have the right to ask the company to stop selling Skoosherz.