The “Too Sweet” trademark has been long-contested in the pro wrestling world. WWE laid claim to the trademark, and they sent a cease and desist to the Young Bucks. It turns out that might have been a fabricated situation to draw attention for the Jackson Brothers. Now AEW has dropped their own trademark.
According to Heel By Nature, AEW has registered a trademark for “Too Sweet.” This was registered on January 11th with the United States Patent and Trademark Office.
This new registration will allow AEW to release merchandise and use the term in entertainment services in a pro wrestling capacity. WWE previously claimed ownership on the phrase and hand gesture that has also been used all around the world by the Bullet Club.
WWE abandoned the trademark in 2017. Now AEW is finding a use for it.
The “Too Sweet” hand gesture was recently used during AEW Dynamite as The Good Brothers, Kenny Omega, and The Young Bucks joined in the middle of the ring. It appears that AEW plans to continue using the “Too Sweet” gesture for a long time to come.