half dollars in advertising in the cereal and petroleum industries. Neither company faced any issues with each other—however, in 1992 this all changed. ExxonMobil opened a new business sector and product line through the promotion of the existing Exxon Tiger. The company failed to expand its federal trademark registration to its newest product line sector. Prior to Exxon's newest business addition of opening convenience stores ("Tiger Marts") and selling foods and beverages, the company was cleared of all trademark litigations. After the announcement of ExxonMobil's new product line, Kellogg quickly filed a suit. The latest unnamed tiger Exxon was using to sell food and beverages crossed the trademark boundaries. The confusion of using very similar tigers as a mascot for food products did not sit well with Kellogg. The lawsuit consisted of trademark infringement and dilution, and sought an injunction prohibiting the further use of the Exxon tiger. After several court appearances, millions of dollars, different rulings, and years of waiting, the two parties settled the case. Tracing back to 1986, Kellogg battled with a different situation with regard to trademark. During the preparation of the 1988 Summer Olympics by South Korean organizers agreed on the games' mascot Hodori that was very similar to Kellogg's Tony the Tiger. The very popular cereal company had concerns about the similarity and raised some red flags with trademark registration that same year. Kellogg continued to stress that Tony the Tiger was an advertising tool used on almost every cereal box, so a comparable tiger only differentiated by the addition of distinct five-ringed Olympic badge around his neck would cause confusion. Sports news and critics stirred up much controversy and it is remembered as the "Hold That Tiger" battle for the tiger trademark. Health concerns and legal status across countries Tony the Tiger, as well as other mascots featured in products targeted to children, has been the subject of controversy in several countries. A study published in the journal Obesity Reviews, suggested familiar media character branding appeared to be "a powerful influence on children's preferences, choices and intake of less healthy foods." Tony and similar mascots, have been banned from being featured in packaging and advertising in countries like Chile, Argentina and Mexico. A study by a coalition that included Action on Sugar and Children's Food Campaign in the UK, found that 51% of 526 assessed "child-friendly" food and drink products with popular cartoon