AEW Files To Trademark "Too Sweet"

Since their reunion on AEW: Dynamite, Kenny Omega, The Young Bucks and The Good Brothers have started to use the Too Sweet gesture again, calling back to their Bullet Club days.  

As first reported by Heel By Nature, All Elite Wrestling filed to trademark the term "Too Sweet" on January 14 with the United States Patent and Trademark Office. 

The trademark was filed for the following uses: 

"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 gesture has been used in professional wrestling going back to the 1990s. It was popularised by The Kliq and the nWo and later returned to prominence after it was adopted by Bullet Club. 

All Elite Wrestling could have some trouble trying to trademark the term, though. Pro Wrestling Tees' parent company Creative Ventures, Inc. tried to trademark "Too Sweet" in 2017, but the application was refused and later abandoned in February 2019. 

In regards to WWE, the company filed to trademark the Too Sweet hand gesture in 2015 but the application was abandoned in 2017.