Are online games the new battleground over the public perception of trademarks?

In the aftermath of the trademark spat involving King’s attempts to prevent others from using CANDY with respect to online games, a number of satirical games have been developed to mock both the developer and the trademark system as a whole. Constructive dialogue with the developer community should therefore be an important focus for associations and institutions seeking to address negative perceptions of IP – but the right approach will be critical.