Candy Crush Spotlights PR Pitfalls Of Trademark Enforcement

Law360, New York (January 24, 2014, 8:38 PM EST) -- The media firestorm that erupted this week over the trademark registration and enforcement practices of Candy Crush owner King.com highlighted the delicate balance that brand owners need to strike: dutifully enforcing their intellectual property while limiting the chances for a public relations headache.

The first stories to surface were on the preliminary approval King.com won from the trademark office for a registration on the word “candy,” based on its “Candy Crush Saga” smartphone game, which has been downloaded hundreds of millions of times worldwide, along with news...
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