WHAT’S IN A NAME: Lady Gaga slapped Excite Worldwide LLC with a trademark suit Monday, accusing the marketing firm of using her name to sell cosmetics and jewelry. Excite has refused to withdraw its application for trademarks such as “Lady Gaga” and “Lady Gaga Fame” with the U.S. Patent and Trademark Office, essentially blocking the pop star’s ability to register her own marks for beauty products and jewelry, according to the complaint filed in New York State court.

As of Wednesday, the PTO has suspended Excite’s application for Gaga’s marks, but that suspension must be lifted in order for the singer to file her own application to obtain the marks. “As long as someone is ahead of us on line — even if they are on life support — they are still blocking us,” explained Pryor Cashman LLP attorney Brad D. Rose, who said his client is seeking injunctive relief and damages for any goods sold using her name.

This story first appeared in the September 29, 2011 issue of WWD. Subscribe Today.

Excite declined to comment.

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