Why King’s trademark application on ‘Candy’ is not so sweet

Trademark attorney Holly Lance discusses King and Candy, Google Glass and Dumb Starbucks

King Digital Entertainment had a pretty sweet deal on its hands. Its game “Candy Crush” was crushing the competition and cramming its coffers with cash. But then some would say that the company got a bit greedy. It filed a trademark application for the term “Candy” that drew the attention of many who thought that King was being overly aggressive in protecting its intellectual property. Later, though, in light of public sentiment -- and its initial public offering – King surrendered its claim.

Holly Lance, fourth year associate at Buchanan, Ingersoll & Rooney PC, notes that this move comes as a result of “pushback from others who had mobile application games. King thought it was the best route to take based on its IPO, so it abandoned the ‘candy’ application.”

Senior Editor and Community Manager

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Rich Steeves

Richard P. Steeves is Senior Editor and Community Manager of InsideCounsel magazine, where he covers the intellectual property and compliance beats. Rich earned a B.A....

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