Gaming Company Crushes Competitors for Using 'Candy'

Candy Crush Saga Photograph by Daniel Reinhardt/AP Photo

Addictive puzzle game Candy Crush Saga has become such a success, downloaded more than 500 million times, that its creator, King, has decided to protect its intellectual property by trademarking the word “candy” in Europe. The company is also in the process of obtaining protection for “candy” in the U.S. King’s trademark won’t apply just to games, but also to apparel and other categories—because merchandising is big business, too.

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