US-based energy drink maker Monster Energy Company (MEC) failed in a bid to stop Chinese investment company Tencent Holdings Limited from registering a trademark for Monster Castle in Singapore. Monster Castle is a "tower defense game" made by video gamemaker Sixjoy Hong Kong Limited. Tencent filed a trademark application in Singapore for the game's name in 2015.
MEC has eight registered trademarks in Singapore in Classes 9, 41, and 42, which include scientific, nautical, and digital media products; education, entertainment and sporting activities services; and scientific, technological services, and software and hardware design.
Although MEC claimed that the word "monster" is the distinctive and dominant portion of both marks, the Singapore IPO ruling said, "the marks are more dissimilar than similar overall." The ruling also cited the importance of the second words in each mark — "energy" and "castle," which played "a material role in the comparison."
The Straits Times reports that the Intellectual Property Office of Singapore ruling noted that this was MEC's fourth objection to the registration of a trademark containing the word "monster." It pointed out that the Monster Castle trademark filing was "even more dissimilar to Monster Energy than (the mark in a preceding case)."