Developer of a hugely successful casual game, Candy Crush saga, has trademarked the word Candy for use in a vast range of products.
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In an attempt to ensure its market dominance, King might just went too far with filing an application to trademark the word Candy. Having an intellectual property that’s worth millions surely has to be protected, though it should not go as far as including the word such as candy which is used in numerous games.
King has filed in an application in February 2013 for the usage of the word in video games and clothing, among other things. The trademark was approved on January 15, 2014, giving King the rights to protect its famous Candy Crush Saga game. Just a few days later, developers of other games started getting emails from Apple, asking them to remove their app, or prove that their game doesn’t infringe upon the trademark.
One of the affected developers has a game called All Candy Casino Slots – Jewel Craze Connect: Big Blas Mania Land. His game has no other similarities with Candy Crush Saga, except for the word Candy in its title. Benny Hsu contacted King’s IP paralegal in a hope to clear the things out. The response he got was not the one he wanted:
“Your use of CANDY SLOTS in your app icon uses our CANDY trade mark exactly, for identical goods, which amounts to trade mark infringement and is likely to lead to consumer confusion and damage to our brand”. Adding that “The addition of only the descriptive term “SLOTS” does nothing to lessen the likelihood of confusion.”
The trademark has been approved, there is now a 30-day window for companies to oppose it. If you are one of the developers with a word Candy in a game’s title, you might want to change the name of get a solicitor. Trademark solicitor can get you a coexistence agreement. One solicitor gave an advice on it.
In 2012 we have seen the word Memory being trademarked, which was another common word. Will the case with Candy become another educational aspect of Candy Crush Saga, or will it lead to the game losing players?
Dolores is SEO and Digital Marketing consultant who has been completely hog-washed into doing this site by KC.