“Microsoft today announced that it had entered into a trademark
cross license agreement with leading cereal vendor Kellogg’s,
granting the grocery giant the right to continue to use the name
‘Froot Loops’ to describe its popular children’s cereal. ‘Everybody
knows computer software uses loops, and any one who has ever had
their Windows-based computer freeze up knows it has infinite
loops,’ said Microsoft CEO Steve Ballmer. Ballmer stated that the
Redmond giant had no choice but to threaten litigation in order to
‘get the appropriate economic return for our shareholders from our
innovation…'”