AEW Files Trademark on ‘Too Sweet,’ WWE Had Abandoned Trademark in 2017

– Heel By Nature.com reports that AEW was able to file a trademark on the famous wrestling catchphrase and hand gesture, “Too Sweet,” last week with the United States Patent & Trademark Office (USPTO) on January 11. AEW filed the trademark for use in merchandising apparel and entertainment services. You can see the descriptions for the filing below:

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

WWE had previously filed a trademark on the hand gesture back in 2015. A cease and desist order was even filed by WWE against the Young Bucks for using the gesture back in 2017. However, Heel by Nature reports that WWE had issues with the trademark due to a similar one already being owned by the University of Texas (the “Hook ‘Em Horns” sign). WWE reportedly abandoned their trademark on “Too Sweet” in 2017.

Later on, Pro Wrestling Tees parent company, Creative Ventures Inc., attempted to file a trademark on “Too Sweet” in 2017 for merchandise. The USPTO ultimately denied the filing, stating: “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.”

Pro Wrestling Tees’ filing on the trademark was later abandoned in 2019. It remains to be seen if AEW will have any issues with their own filing on the catchphrase and gesture.