What is even Fox‘ relation to Diablo? What’s the reason that Blizzard disapproves?
Fox Media has filed a trademark for the name Diablo. However, Blizzard filed an opposition over it at the USPTO, because Diablo’s products by Blizzard „have enjoyed enormous commercial success, won various industry awards, and been the subject of substantial, unsolicited media attention.”
The opposition comes in response to two Fox filings using the Diablo name: „Pet food; edible pet treats; pet treats like bully sticks; beverages for animals; pet beverages; bird treats; bird seed; electrolyte drink mix for pets; consumable pet chews; edible food for animals for chewing; dog biscuits; milk replacers for animals; animal foodstuffs; food for animals; animal feed; animal litter.
Beverage glassware, cups, mugs, drinking glasses, and bottles sold empty; bottle openers; dinnerware, namely, plates, cups, bowls and saucers; toothbrushes; plastic coasters; thermally insulated wrap for cans to keep the contents cold or hot; plastic plates and plastic cups; paper plates and paper cups; cookie jars; lunch boxes; salt and pepper shakers; hairbrushes; drinking straws; lunch bags made of textile; oven mitts; barbecue mitts; pet bowls; pet treat jars; pet brushes; drinkware water bottles sold empty,” the document reads.
Blizzard’s opposition claims that the Fox filing is for „merchandise associated with a television series or other entertainment property.” That’s related to Housebroken, an upcoming animated series, where a group of neighbourhood pets and stray animals share their thoughts and struggles in group therapy sessions. One of the characters is a little dog below.
Fox Media was informed of the opposition on April 26, and they have 40 days to file a reply. Housebroken will debut on May 31, and we can’t understand how Blizzard wasn’t exact enough in its IP filing, as Diablo debuted in ’97 on PC and in ’98 on PS1 and Mac, respectively. They had over two decades to specify everything!
But still: did anyone see Blizzard sell Diablo-branded dog food?