This might be the reaction of app developers around the U.S., as “Candy Crush Saga” company King has abandoned its aggressive attempt to trademark the term “candy” in the United States.

In January, European company King.com Ltd filed with the U.S. Patent and Trademark Organization (USPTO) for a trademark for the word “candy,” in an attempt to go after companies that produced candy-themed games. One such game, “Candy Crusher,” was recently acquired by King, which has caused the company to ease off on its aggressive IP protection stance.

King recently filed for an initial public offering on the New York Stock Exchange, which has prompted it to seek protection on the terms “candy” and “saga.” In addition to “Candy Crush Saga,” King’s stable of games includes other titles that feature the word saga, such as “Pet Rescue Saga.” In an effort to keep the brand intact, King opposed an attempt by developer Stoic to trademark “The Banner Saga,” in order to block a precedent by other gamers that wish to put the word “saga” in the titles of their games.

Critics of King claim that its trademark filing overstepped the bounds of common sense, as the company sought to protect the term “candy” not just in the titles of games, but also in other areas, ranging from baby monitors to football boots to karaoke parties. Its abandonment of the aggressive stance in the U.S. does not mean that King will back off in the European Union, where the company will continue to pursue an aggressive tack.


For other trademark news, check out the following:

IP: The effectiveness of trademark survey evidence in administrative proceedings

IP: There’s no papering over this dispute

IP: Are trade channels really that important, and did the theory of reverse confusion die?