For some businesses the main assets are ideas, designs and products. This intellectual property is so important that many state and federal laws fiercely protect business concepts. If a company uses the intellectual property of another company without permission, that company can face serious penalties. New Jersey-based retailer Toys "R" Us Inc. has recently been sued by Fuhu, a Californian toy maker, over intellectual property. According to Fuhu, Toys "R" Us was the sole distributor of a children's tablet called nabi. Fuhu claims Toys "R" Us did little to promote the tablet during the 2011 holiday season. Although initial sales were promising, the toy store company stopped accepting pre-orders. After Christmas sales proved dismal, the nabi tablet toy was discontinued.
The trademark of catch phrases can be a tricky practice. A unique slogan such as Apple's "there's an app for that" is easily recognizable from the company's popular iPhone ad campaign, even when it's cited out of context. But in other cases, the shorter and more common the phrase, the harder it is to keep others from using it.