AEW Files Trademark On 'Too Sweet'

AEW will be "too sweet." 

On January 14, AEW filed for the trademark on "Too Sweet" for use in merchandising and entertainment services. "Too Sweet" is a reference to the hand signal made famous by the New World Order and The Kliq. The hand signal was used by Kenny Omega, The Good Brothers, and The Young Bucks to close AEW New Year's Smash night one. 

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The description for the trademark reads:

IC 025. US 022 039. G & S: Bandanas; Hats; Headwear; Pants; Shirts; Shorts; Socks; Sweatshirts; Undergarments; Jackets; T-shirts

IC 041. US 100 101 107. G & S: 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

In 2017, The Young Bucks were hit with a cease and desist by WWE over the "too sweet" hand gesture. 

WWE registered to trademark the gesture in March 2015, but was abandoned in 2015 because WWE didn't respond to a USPTO inquiry within the six month allotted time period. Creative Ventures Inc., the parent company of Pro Wrestling Tees, attempted to trademark the phrase in 2017, but the filing was abandoned in 2019.

H/t to Heel By Nature

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