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All Elite Wrestling Files Trademark For Iconic Term
All Elite Wrestling has filed trademark for the term “Too Sweet”, a term used in professional wrestling circles since the late ’90s, which was popularized by The Kliq, and later adopted by The Bullet Club.
The promotion filed trademark on 1/11 with The United States Patent and Trademark Office for merchandise, and entertainment services by a professional wrestler or wrestling group.
The hand gesture returned following AEW and IMPACT Wrestling’s partnership, with former Bullet Club members Kenny Omega, The Good Brothers, and The Young Bucks using it during their recent reunion on AEW television.
All Elite Wrestling ‘Too Sweet’ Trademark Filing Classes
INTERNATIONAL CLASS 025: Bandanas; Hats; Headwear; Pants; Shirts; Shorts; Socks; Sweatshirts; Undergarments; Jackets; T-shirts
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
The trademark was filed via AEW’s trademark attorney Bradley M. Stohry of Reichel Stohry Dean LLP.
WWE previously filed a trademark for the hand gesture in 2015, but was met with issues due to a trademark with a similar gesture owned by University of Texas System. WWE abandoned the trademark in 2017.
Creative Ventures Inc., the parent company of Pro Wrestling Tees attempted to trademark the phrase in 2017 for merchandise. The USPTO denied the trademark indicating, “this term or phrase is a commonly used message that corresponds to a hand gesture and sentiment in the wrestling world. Because consumers are accustomed to seeing this message used in ordinary language by many different sources, they would not perceive it as a mark that identifies the source of applicant’s goods but rather only as conveying an informational message.”
The trademark filing was abandoned in 2019.