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AEW becomes the latest wrestling company to try and trademark ‘Too Sweet’

Well, ROH has announced this too, so...

When The Young Bucks joined the Good Brothers, Kenny Omega & Don Callis to end the Jan. 6 episode of Dynamite with a certain iconic hand gesture, it re-raised the old debate about “Too Sweet”.

The sign was first used by members of the backstage Kliq in 1990s WWF, then made famous in WCW when Kliq members Kevin Nash & Scott Hall formed the nWo with Hulk Hogan. It was used by pretty much any group with a Kliq association from then on, and migrated over to Japan when the nWo-inspired Bullet Club stable launched in 2013.

That was where Karl Anderson, Doc Gallows, Omega, and Young Bucks’ Matt & Nick Jackson (along with Finn Bálor, AJ Styles, Tama Tonga and others) started using it. It became a fan chant for The Bucks, which - maybe? - led to a cease & desist order from WWE, and that’s why a bunch of people went “ooooo” when AEW closed a show with earlier this month.

It’s also why people will go “ooooo” about Heel By Nature reporting that Tony Khan’s company has filed a trademark for 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.

Cheap pop aside, it’s not clear there’s any reason to get too excited about this. As Heel By Nature reminds us, AEW will be the third company to attempt to trademark “Too Sweet”. WWE filed in 2015, only to abandon the claim two years later after the similarities to the University of Texas’ “Hook ‘Em Horns” salute were pointed out.

It was also in 2017 that Pro Wrestling Tees’ parent company Creative Ventures Inc. filed to trademark the phrase for use on merchandise. That was dropped in 2019 after a denial due to the term being too ubiquitous in wrestling and elsewhere.

Will AEW’s claim succeed where others have failed? Throw up your answers in the comments below.

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