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The Candy Crush Trademark Saga Continues

King, the maker of Candy Crush Saga, still holds a trademark for the word “candy” in the European Union. Zeptolab wants to change that.

The Candy Crush Trademark Saga Continues
[Image: Flickr user Jeff Adair]

When King, best known for its highly addictive game Candy Crush Saga, abandoned its trademark application of the word “candy” in the U.S., the company was careful to note it still holds the trademark in the European Union and will police its intellectual property there. Challenging this, Zeptolab, creator of the Cut the Rope franchise, on Tuesday announced it has filed a claim in London to cancel the trademark, a move it hopes will let game developers use the word “candy” freely in their games.

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“It is important for developers to protect the creative expression that make their games unique. However, to move beyond this and try to trademark a simple everyday word like ‘candy’ is not palatable to us,” ZeptoLab CEO Misha Lyalin told Fast Company.

About the author

Based in San Francisco, Alice Truong is Fast Company's West Coast correspondent. She previously reported in Chicago, Washington D.C., New York and most recently Hong Kong, where she (left her heart and) worked as a reporter for the Wall Street Journal.

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