Candy Crush registers the word "candy"

 

Candy Crush Saga has become one of the most popular brands in the videogames world. As a result, their creators have decided to protect it registering the word "candy" and challenge anyone who dares to copy their image. It is not a joke. The word has alredy been registered in Europe and they are on the way of doing the same in the USA.

The first target of the creators has been Candy Casino Slots-Jewls Craze Connect: Big Blast Mania Land. It has anything to do with Candy Crush, but it seems to be suspiciously similar to the popular game in the apps catalogue. Apart from this, Candy Crush creators have denounced the developers of The Banner Saga: Chapter 1 for the use of the word "saga", that they seem to have also registered.

Candy Crush Saga's success has favoured the apparition of many clonical or at least similar videogames that try to get advantage of the name to attract new users. The fact that  Candy Crash Saga may be considered more or less original is a copyright matter, nothing to do with brand registration, as Jas Purewall reports in Game Law. The blogger underlines that  brand registration does not concern every use of the word. There are limits and in the majority of the situations the conflict is resolved with a change in the title or an agreement between companies.

Nevertheless, the fact that law allows to register common names such as "candy" or "saga", used since we can remember, casts a doubt on  brand registration legislation. Especially when the uses registered by Candy Crush creators include matters such as night clubs, zoo gardening services or sport clothing. This is  an open gate to abuse in the name of  merchandising . Anyway, there is a 30-day-long deadline since January 15th for the companies willing to contest the registration.

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