Specialized OWNS Roubaix

My old company has as a customer a client, headquartered in the Nordics, who make a very popular childrens toy which requires assembling after purchase, and subsequent re-assembly (if desired).

One of their highest priorities is dealing with IP infringement as they are TERRIFIED of becoming the next "Hoover", i.e. their name becomes the generic label for one form of plastic brick.

However, unlike Specialised they conduct themselves with a great deal of intelligence and circumspection- knowing that sending the legal equivalent of an armed Predator Drone after a 7 year old and his "look what I made at Christmas" website is not the right thing to do.

Yeah, but that company didn't name their product after a town that hosts a well-known toy-building competition, did they?