AEW Tries To Trademark Phrase

Things always get interesting when it comes to the professional wrestling business, it appears AEW is the latest out of many wrestling companies looking to capitalize on popularity by trying to trademark the phrase “Too Sweet.” These famous words were uttered by so many of today’s best wrestlers who now wrestle for WWE, AEW, & Impact Wrestling; but here’s the issue, those wrestling stars were working for New Japan Pro Wrestling and one of its founders still wrestles for them. So that’s created quite some controversy recently especially when certain companies are using that for their own storylines.

If fans have been watching AEW Dynamite & Impact Wrestling each week lately then some might have noticed how at the end of the January 6th episode of Dynamite we saw The Young Bucks joined by Kenny Omega and The Good Brothers holding up an iconic hand gesture. All this did was reiterate an old argument over the whole who has the right to do the “Too Sweet.”

Let’s be clear with ourselves, the sign and words were originally made famous by WWF’s The Kliq during the 1990’s with its members backstage. Two of those members would continue to use it even after making the move to WCW. Those wrestlers were none other than Kevin Nash and Scott Hall who along with Hulk Hogan formed the NWO. I remember hearing it when I would see Nash on WCW Nitro and Thunder programs and he would do it with the NWO Wolfpac and the other members of the NWO Red & Black who were a spin-off faction of the original NWO Black & White. That’s when I first heard “Too Sweet.”

The phrase originally had been used with any kind of Kliq association from then on, and then we saw it migrate over to Japan with a new stable who definitely were inspired by the NWO, calling themselves The Bullet Club in 2013. Finn Balor, Bad Luck Fale, and Tama Tonga started the faction and we saw Anderson join later followed by The Young Bucks, Doc Gallows, AJ Styles, and Kenny Omega. Fans of the Young Bucks were even chanting those words. Many speculate that could have led to a cease and desist order from the WWE, and that’s why a bunch of people went “ooooo” who had been allowed to attend an AEW show earlier this month when that moment closed out the show.

Now the website Heel By Nature is reporting that Tony Khan has filed for a trademark on the “Too Sweet” gesture:

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.

AEW will be the third company to try and attempt to trademark “Too Sweet.” WWE had filed in 2015, only to abandon its claim only two years later after the similarities to the University of Texas  “Hook ‘Em Horns” salute was brought to their attention. In 2017, Pro Wrestling Tees’ parent company Creative Ventures Inc. filed to trademark the phrase so they could use it on their merchandise. That claim was dropped in 2019 after a denial due to the term being too ubiquitous in wrestling and elsewhere.

Do you think AEW will be successful with an attempt to trademark “Too Sweet?” Leave is a comment below.

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