Fighting Over Cupcakes

Sprinkles is frosted over cupcake newcomer Sprinkled Pink (pdf)

Beverly Hills-based Sprinkles — pioneer of the cupcake-only shop and purveyor of miniature morsels beloved by celebrities — is turning up the heat on competitors allegedly treading on its trademarked name and dot motif.

prinkles most recently set its sugary sights on Sprinkled Pink Cupcake Couture in Montecito. Last week, just one day after Wendy Jones opened her shop, she received a letter from Sprinkles demanding that she change the name of her bakery, which she registered when she got her business license in 2003.

“They’re going too far,” said Jones, who hasn’t decided how to respond to the letter. “I’m sure they’re protecting themselves, but there’s a whole big United States out there. There’s room for other cupcake shops. They shouldn’t be bullying around or picking on little people like us. . . . I really honestly don’t think they invented the cupcake.”