Cut the Rope developer ZeptoLab has launched a campaign to cancel King's trademark registration of the word 'Candy' in the European Union.
At the end of February, King abandoned its 'Candy' trademark attempt in the United States following a backlash from media outlets and developers alike. But while King left 'Candy' alone in the US, it hasn't abandoned its trademark campaign in the European Union.
ZeptoLab has caught on to this discrepancy and has recently filed a brief with the EU objecting to King's attempt to trademark 'candy' and thus prevent others from using the term in games.
If ZeptoLab's legal filling is successful, all applications for the registration of 'candy' based on the EU registration will be dissolved.
I want candy
ZeptoLab's filing comes just as King is set for a $7.6 billion valuation ahead of its NYSE debut on 26 March - but it isn't aimed at dampening King's spirits.
Instead, it's intended to protect what ZeptoLab feels is a pivotal part of its games.
"Candy is an integral part of the Cut the Rope franchise," said ZeptoLab CEO Misha Lyalin, "And we do not support King.com trademarking and preventing others from using it."
Since launching back in 2010 - two years before Candy Crush Saga's Facebook debut - Cut the Rope has featured the words "feed with candy" prominently in its early game levels and cinematics.