King is the game developer responsible for the hugely popular online game “Candy Crush Saga”. Recently it was awarded trademark protection on the word “candy”. According to a recent article in the LA Times, competitors are complaining that such a common word was granted protection as some have begun to get cease and desist notices.
Such intellectual property protection awarded to common terms, colors, etc. is often the subject of litigation. The protection is often allowed in limited circumstances and applications, as was described in this prior post regarding Louboutin’s trademark protection of the color red, which is protected only when used on a sole that contrasts with the rest of the shoe. There may be similar fights if King casts too wide a net with its attempts to keep other companies from using the term “candy”.