The King’s Candy

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Yesterday, there was an uproar as King, creators of Candy Crush, had their trademark for the word ‘candy’ approved in the EU. People were worried as it seemed King were coming down on any game which used the word ‘candy’ in it’s title.

Update #1: King have pulled their trademark request for the word ‘candy’ in the US, but they are holding onto their EU one.

After contacting them, a representative for King said:

“We have trademarked the word ‘CANDY’ in the EU, as our IP is constantly being infringed and we have to enforce our rights and to protect our players from confusion. We don’t enforce against all uses of CANDY some are legitimate and of course, we would not ask App developers who use the term legitimately to stop doing so.

The particular App in this instance was called ‘Candy Casino Slots ­Jewels Craze Connect: Big Blast Mania Land’, but its icon in the App store just says ‘Candy Slots’, focussing heavily on our trademark. As well as infringing our and other developer’s IP, use of keywords like this as an App name is also a clear breach of Apple’s terms of use. We believe this App name was a calculated attempt to use other companies IP to enhance its own games, through means such as search rankings.”

I took a look at Candy Slots, and can clearly see why King felt it was legitimate to enforce their trademark on this specific app. The Candy Slots logo uses some of the sweets found in the Candy Crush game and also contains the word ‘candy’ in it’s title which, in my eyes, is building off the success of King illegitimately. If you have reports on apps which legitimately use ‘candy’ being taken down, please let us know by leaving a comment or emailing us.

In response to King’s trademark of the word ‘candy’, indie developers have launched a two week Candy Jam. The task it to create a game involving candies and use the word ‘candy’ several times. You can also get bonus points for using ‘scroll’, ‘memory’ and ‘saga’. These words are likely in response to the scrolls dispute between Bethesa and Mojang, the Ravensburger trademark of ‘memory’ and King disputing the trademark of ‘The Banner Saga’ as they felt it was too close to their saga trademarks.

– Callum

Callum Goss

Callum Goss is a current BTEC IT student who rarely talks about himself in third-person, loves games, tweets about random shizz, and believed he had invented the word ‘shizz’ until he Googled it.

View all contributions by Callum Goss


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