US toy maker Hasbro has filed a federal trademark lawsuit against US cereal giant Kellogg, claiming a promotion on boxes of Kellogg’s Frosted Flakes too closely resembles Hasbro’s Memory card game.

The back of the cereal box shows 16 cards featuring eight characters from the forthcoming film “Finding Nemo”. Children are instructed to cut the cards out, turn them face down and then flip them back over two at a time to find matching pairs.

The rules are similar to those of Memory, the 1960s-era game to which Hasbro owns the trademark. Hasbro is selling its own “Finding Nemo” version of the Memory game in toy stores, after the Walt Disney Co licensed the characters to the toy company for use in its Memory game, according to the lawsuit.

Hasbro said it wanted to protect its trademark against “blatant infringement” and has asked the court to order Kellogg to recall and impound all Frosted Flake boxes that feature the game, reported the Associated Press.

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