Tycoon Donald Trump is suing a Las Vegas-based company for illegally using the name of his Miss U.S.A. beauty pageant to promote their own Senorita Mexico U.S.A. contest.

The property mogul-turned-reality TV star is furious the organizers of the Latin pageant have deliberately attempted to associate their event with his world-famous Miss U.S.A. brand, after the Senorita Mexico owners posted photographs of Trump’s other beauty contests – including pictures of the businessman himself – on their website.

Trump’s Miss Universe firm, which runs the Miss U.S.A. contests, filed suit last week against Adan S. Perez, Luz S. Bolivar and The Miss Mexico Organization LLC citing copyright and trademark infringement, unfair competition and false designation of origin or sponsorship.

But the legal battle is not new – Trump has been fighting Perez and Bolivar since 2005, when he demanded they cease and desist using trademarks similar to his own organization’s. According to legal papers, obtained by website TMZ.com, Trump is now also claiming compensation for common law trademark infringement and trademark dilution and disparagement.

WENN

Donald Trump has backed under fire Heather Mills to be a hit as a Miss USA pageant judge.

Sir. Paul McCartney’s ex-wife will try and salvage her image in the U.S by judging the beauty show, which is being hosted by Donnie and Marie Osmond.

Trump, who produces the pageant, has shrugged off the controversy surrounding Mills divorce settlement with the Beatles legend.

“She’s been through a lot. She has great courage and you have to respect her – she’s been through the wringer.”

The pageant will air live on NBC from the Hollywood Resort and Casino in Las Vegas on April 11.

WENN

Kiss rocker Gene Simmons has been given the axe from Donald Trump in Celebrity Apprentice. Trump fired the rock star after Gene took over as project manager for the women’s team and failed to help them win the weekly challenge.

When The Donald fired Simmons, Gene said that he respected his decision, but he blasted the female team and told them that they stood no chance of winning the competition.

“In their present form the ladies don’t stand a popcorn fart chance of even shining the guys’ shoes,” he snorted.

In the weekly challenge, the two teams were told to come up with a way of marketing Kodak’s Easy Share printer and to make a presentation selling it to the general public.

The men’s team spilled a cup of coffee onto their computer and lost all of their artwork, but still came out on top.

Oh, and why wouldn’t he? I mean of course he has an opinion!

Trump shared his thoughts on Britney Spears, “This is Anna Nicole Smith all over again! Someone needs to help her.” Trump says Britney performed in his casinos years ago and he has been shocked by her down-ward spiral, “Five years ago every teenager wanted to be just like her. She was so incredible, the cleanest and so beautiful, she was the ultimate teen and everybody just worshiped her. To see what’s unfolding, being carried out in a stretcher in an ambulance, not even knowing where she was, it’s just really very sad.”

He goes on to say Britney’s ex-husband Kevin Federline is “a fantastic guy” and tells THE INSIDER Kevin started to wear suits because of his own influence, “I used to say terrible things about Kevin, but I saw him being interviewed once and he said his all time hero was Donald Trump. That’s why he started wearing suits. So I actually think he is a fantastic guy and a wonderful husband.”

What’s the answer to Britney’s troubles? “I don’t know what the parents can do at this point, or what the parents should have done before this ever happened, but if she met a great guy who would really take care of her that probably would be the greatest thing that could happen to Britney, if she met somebody that really loved her and really wanted to take care of her.”

Trump shares his own strict parenting policy, “No drinking, no drugs, no smoking!” Did the Trump children ever break the rules? “They never did, there would have been severe punishment.”

The Insider

The Donald is back! After a nine-month hiatus and some star-power infusion, The Apprentice returns tonight with Donald Trump taking in celebrities under his wing in a much-anticipated new season. One person who won’t be watching is his nemesis, Rosie O’Donnell.

“I think not,” she says sternly while responding to reader mail in a video blog.

That’s just a bluff, though, Donald believes.

“She’ll be watching,” he says on The Morning Show with Mike and Juliet after being shown the video. “She won’t say that she’s watching, but she’ll watch it.”

The 61-year-old mogul came to blows with the opinionated ex-talk-show host after she chastised him for pardoning the former hard-partying Miss USA, Tara Conner. Their feud played out in the media early last year, but Donald says that’s just because they were egged on to do so.

“I’m here to talk about The Apprentice and you show this unattractive woman on the television and you say you think I play it up too much!” he laughs.

Talk did turn to the reality show, in which such stars as Gene Simmons, Stephen Baldwin and Olympic gold medalist Nadia Comaneci will compete. Also among cast — season one bad girl Omarosa Manigault-Stallworth, who, after undergoing breast enhancements, has “aged beautifully.”

“Omarosa changed a little bit,” Donald says coyly. “She got a little heavier. She’s fuller.”

Helping him in the boardroom will be his business-savvy children, Ivanka and Donald Jr., who made Donald a grandfather last year with the birth of his daughter, Kai Madison. Being a grandfather isn’t that much different than being a father for Donald — his son Barron, 21 months, is just a year older than Kai.

“Barron is one of the youngest uncles in the world — he’s like one month older,” he jokes. “Barron is Uncle Barron. Right now, neither can speak. You put these little babies together and it’s like one of those things. I always think of uncles — they were 70! They were old. Barron is on the young side.”

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So by now you’ve probably heard that Donald Trump gave a waiter a $10,000 tip on a $89.00 bill! Well apparently, Mr. Trump wasn’t even in town when this happened. He claims is the restaurant trying to give themselves publicity!

“This was done by the stupid restaurant to get publicity. It’s not my signature.”  says Donald.

Donald Trump was on Larry King and decided to give his opinion on Angelina Jolie. He said: “I’m not saying she’s not an attractive woman, but she’s not a great beauty by any stretch of the imagination.”

“Angelina Jolie is sort of amazing because everyone thinks she’s like this great beauty. And I’m not saying she’s an unattractive woman, but she’s not beauty, by any stretch of the imagination. And now she’s like a representative of the United Nations and world peace on hunger and all of this crap.”

“And I remember at the Academy Awards a few years ago she was Frenching her brother. She was giving her brother lip kisses like I never saw before in my life. And she had just said she made love to Billy Bob Thornton in the back of the limousine on the way over. And I wouldn’t want to shake her hand, by the way. You know, you get back into the — I wouldn’t want to have shaken her hand. But she’s being interviewed and she’s all over the guy.”

“About three weeks later, he got caught cheating with about 15 different girls and she was gone. But she had just made love with him coming over to the Academy Awards.”

“And now she’s like this great beauty who is representing world peace and the United Nations. It’s called give me a break. But she’s not — in terms of beauty, she’s not a great beauty. She’s a nice looking woman. She’s OK. But she’s not a great beauty.”

He also commented on Britney saying “I’ve never seen an image change so much for the bad.” “You know, I knew Britney five years ago when she was hot as a pistol. Of course, I guess you can say she’s hot now. Everyone is talking about her. But she performed for me numerous times at different venues that I own. And she was the cleanest, nicest, most — I will never forget, she went on the stage in Atlantic City, and she was with like a prayer group. And everybody got together. They had a Bible in the middle, they put their hands on the Bible. I’m saying, what happened to this person? And the 15-year-old and 17-year-old young girls, she was like their idol. I have never seen an image change so much for the bad side.”

King then asked if he blamed her parents and Trump said: “I think the mother is distraught. I think the mother did a great job until something happened. You know, it’s interesting, Kevin Federline, I was never a big fan of his, and then I heard his all-time hero is Donald Trump. In fact, they sent…” After hearing that Donald now thinks Federline is fantastic! “It is unbelievable. He came in with a suit — this is like two years ago. He came in all dressed up with a suit and tie. He said, my all-time hero is Donald Trump. I think he’s fantastic. He has done a great job with Britney. But the fact is, from the day he met her, it’s not exactly like she turned out so good.”

Trump on George Clooney: “One of the perceptions I had of George Clooney was he was this big, strong guy. And he was very little when I met him.”

“I’m — oh, no, no. Nothing to do with George Clooney. I mean, I thought he was very nice, but I only met him for a short period of time. But the perception is this, you know, different kind of a guy. And when I met him, I was very surprised.”