On the 14th January 2021 AEW filed for the trademark on the term “too sweet.”
The hand gesture was popularised by the NWO and The Cliq during the 1990’s. It has been used by numerous wrestlers and stables down the years, notably by the Bullet Club, The Young Bucks and Finn Balor and AJ Styles in WWE.
The move comes after Kenny Omega, The Good Brothers and The Young Bucks used the gesture on night one of AEW Dynamite New Years Smash. While Kenny Omega donned in a Bullet Club t-shirt, The Good Brothers and Don Callis also signed off IMPACT Hard To Kill toasting their victory with the same signal.
The description of the trademark is as follows:
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 attempted to trademark “too sweet” back in 2015, but this was abandoned in 2017. Creative Ventures Inc. the parent company of Pro Wrestling Tees made their own filing in 2017 but this was also abandoned in 2019.