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'Candy Crush Saga' developer targets other apps with 'candy' trademark

Jan. 21, 2014 at 3:35 PM   |   Comments

WASHINGTON, Jan. 21 (UPI) -- The British developer behind popular social media puzzle game "Candy Crush Saga" is using its new U.S. trademark on the word "candy" to go after similar games.

The company, King, received approval last week from the U.S. Patent and Trademark Office for its trademark claim on the word "candy," and the company is using the trademark to send letters to developers of similar puzzle games with the word in their titles, CNet.com reported Tuesday.

Website Gamezebo reported the letters demand the developers stop offering the offending apps or prove the use of "candy" in the title does not infringe on King's trademark.

Benjamin Hsu, developer of the game "All Candy Casino Slots -- Jewel Craze Connect: Big Blast Mania Land," told GamesBeat he received one of the notices.

"I find it hard to believe that the word 'Candy' would cause any confusion to [King's Candy Crush Saga] massively popular global game," Hsu said.

However, he said Sophie Hallstrom, King's intellectual property paralegal, told him his use of "candy" in the icon for his app "is likely to lead to consumer confusion and damage our brand."

Hsu said he and other indie developers don't have the resources to defend themselves from King's trademark claim.

"From the other app developers I've spoken with on Facebook and Twitter, they all feel the same way," he said.

Hsu said he is considering changing the name of his game to satisfy King's demands.

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