AEW Applies For 'Too Sweet' Trademark
The Kliq came up with it years ago, but is 'Too Sweet' about to become an AEW property?
All Elite Wrestling filed an official trademark application for 'Too Sweet' with the United States Patent and Trademark Office on 14 January.
Full details can be found here, with the application stating the following purposes:-
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
The 'Too Sweet' hand gesture is, of course, one of the most iconic in pro wrestling history. Devised by The Kliq during a European tour sometime in the '90s, it has been appropriated by several different factions over the years, including NJPW's Bullet Club, who were reportedly served a cease and desist by WWE back in 2017. Tama Tonga has since called this "a lie."
The latest group of 'Two-Sweeters'? Kenny Omega, Karl Anderson, and Doc Gallows, who recently reunited in AEW and Impact Wrestling, forcing commentators to do everything in their power to talk around the gesture without mentioning it by name.
WWE had attempted to trademark 'Too Sweet' in 2015 but abandoned due to similarities with the University of Texas' 'Hook 'Em Horns' gesture in 2017. Creative Ventures Inc. the parent company of Pro Wrestling Tees, then filed in 2017, though they were denied on account of its ubiquitousness in wrestling.
