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AEW files to trademark “Too Sweet” term

AEW is currently in the process of looking to acquire the rights to the term ”Too sweet”. On the 11th January AEW started legal proceedings with the United States Patent and Trademark office to acquire such rights according to reports in Heel By Nature.

It is understood that they filed the trademark for merchandise and entertainment services by a professional wrestler or wrestling group.

AEW had their attorney, Bradley M. Stohry of Reichel Stohry Dean LLP, make the filing. Here is the description for entertainment services:

“INTERNATIONAL CLASS 041: Entertainment services, namely, arranging and conducting of competitions in the field of wrestling; Entertainment services, namely, personal appearances by a wrestler or wrestling group; Entertainment services, namely, production and distribution of ongoing television programs in the field of wrestling; Entertainment services, namely, providing ongoing television programs in the field of wrestling via a global computer network; Entertainment services, namely, televised appearances by a wrestler or wrestling group; Entertainment services, namely, wrestling exhibits and performances by a professional wrestler and entertainer; Fan clubs; Providing information in the field of entertainment; Entertainment in the nature of wrestling contests; Providing wrestling news and information via a global computer network.”

Wrestling fans of a certain age will know that the ‘too sweet’ signature was created by the Klig featuring Shawn Michaels, Triple H, Kevin Nash, and Scott Hall. It then was used by the nWo, bullet club and is now being used currently in AEW as well as Impact Wrestling with the Young Bucks, Good Brothers, and Kenny Omega.

1 Comment

1 Comment

  1. Ira Torres

    January 20, 2021 at 5:56 am

    AEW files to trademark “Too Sweet” term So, why is the word Too sweet? What makes it a bad idea for business partners or customers? Well…Well I think there are two reasons. One reason being that you should always be able say “the same thing” without having to hide anything behind other words and phrases like ‘goodbye’, which could bring down your market share (but also make certain people more suspicious of what you’re selling).

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