The logic in King’s Candy Crush trademark strategy

Following a wave of media coverage and a developer community outcry over its attempts to prevent others from using CANDY with respect to online games, King, publishers of the popular game Candy Crush Saga, has filed to abandon its CANDY trademark at the USPTO. While the move is being characterised as the prevailing of common sense, for King there are some distinct pluses to come out of the furore.

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