I think it was a graduated response. Here's the timeline as I understand it: - Super Duper registered for a new trademark. - Mattel tried to stop it through t

I think it was a graduated response. Here's the timeline as I understand it: - Super Duper registered for a new trademark. - Mattel tried to stop it through the Trademark Office, and then tried to cancel a few Super Duper's past trademarks that contained "Say" or "And Say". - Super Duper sued Mattel. - Mattel counter-sued, for $10m - Mattel won, again and again Sometime during this process, Mattel offered to settle by letting Super Duper remove the words "Say" and "And Say" from certain products.