From taxi cabs, to subways, to airplanes, to your dinner table, it was virtually impossible to avoid “Candy Crush Saga” in 2013. With over a half billion downloads on Facebook and mobile devices, Candy Crush was the year’s most downloaded gaming app.
However, Candy Crush and its owner Kings have also received publicity for another reason. Perhaps due to the overwhelming success of Candy Crush, in February 2013, Kings attempted to register the term “CANDY” as a standard character mark in the United States – a bold brand protection move that, paradoxically, may have harmed the brand by earning the company a negative reputation as a “trademark bully.”
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