Candy Crush Saga, the brightly-coloured and highly addictive social game, followed the lead of other popular games, such as Angry Birds, to become an online phenomenon of its own. As one of the most popular online games and phone apps, it is no wonder that its developer, King.com Limited, has recognised the value of protecting its brand (they’re not alone - see our previous post here about Zynga’s protection of its registered trade mark “WITH FRIENDS”). Following a trade mark application almost a year ago, King has had its US trade mark application for the word ‘CANDY’ accepted in relation to video games, educational services and clothing items. [Note: King has also applied for a US trade mark registration for ‘SAGA’ and has opposed another developer’s trade mark application for the phrase ‘Banner Saga’].