Candy Crush Saga Maker Drops Attempt To Trademark ‘Candy’ in the U.S.

by T+B Blog Team on March 3, 2014

King, the developer behind the popular game Candy Crush Saga, has ceased efforts to trademark the word “candy” in the United States, according to a request for the USPTO to drop the application.

The company confirmed in a statement that it had filed to abandon the trademark after being awarded the rights to the Candy Crusher trademark. It did note, however, that its European trademark for “candy” remains in force.

King obtained the rights to Candy Crusher, a little-known similar game developed by another company, after filing legal paperwork for the trademark in February 2013. The move was aimed at enhancing the legitimacy of its own Candy Crush trademark and was the “best option for protecting” its intellectual property in the U.S. market, a spokesman for King said in a statement published by several news providers, including Gamespot, Mashable, and Polygon.

King’s decision to drop its attempt to trademark the word in the United States comes after its claim was originally approved by the USPTO in mid-January. Despite this, the game developer still holds the trademark for “candy” in the European Union. In the statement, the company said that it would continue to protect its intellectual property there.

The game developer is not pursuing only the rights for “candy.” King is also currently involved in a legal dispute with Stoic LLC over the use of the word “saga” in its game, The Banner Saga. King claims that “saga” is a word that players associate with its brand and games such as Candy Crush Saga, Bubble Witch Saga, Pet Rescue Saga, and Farm Heroes Saga. The dispute is currently limited to a trademark opposition application, at least for now, Gamespot commented.

What do you think is behind King’s decision to abandon the “candy” trademark in the United States?

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