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The Candy Crush Trademark Saga Continues

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.

“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.AT