Sometimes they don't even bother and have to censor the names of properties they don't own. Like I recall in Lucky Star when Konata and her dad were discussing Gundam shows they were just outright saying the names of the shows and such and even using artwork from the series, but they bleeped out the names and blurred the artwork so they could avoid being sued, and when Konata said "Pokemon" in one episode they bleeped out part of the name.

Fourty twoth.