Lady Gaga sues co. over trademark bids in her name

By the Associated Press | September 28, 2011 | 4:40 PM EDT

FILE - In this Sept. 24, 2011, file photo, Lady Gaga performs during the iHeartRadio music festival, in Las Vegas. On Tuesday, Sept. 27, 2011, MTV will announce the O Music Awards 2, to take place Oct. 31. Lady Gaga is among the leading nominees, with two nominations. (AP Photo/Chris Pizzello, File)

NEW YORK (AP) — Lady Gaga says a Nevada-based company is trying to horn in on her fame to market cosmetics and jewelry. She's suing in New York.

The Grammy Award-winning pop star sued Excite Worldwide LLC on Monday. The lawsuit says the company applied without her permission to trademark the names "Lady Gaga" and "Lady Gaga LG" for makeup and baubles.

Excite Worldwide didn't immediately respond to telephone messages Wednesday at numbers listed for the company in Chicago and Henderson, Nev.

U.S. Patent and Trademark Office records show the applications haven't been approved. But the "Poker Face" singer says they're muddying her efforts to add to her own suite of trademarks surrounding her name.

Her suit says customers could be duped into thinking she's affiliated with Excite Worldwide's products. She's seeking unspecified damages.