Why is Blizzard Filing a Trademark for 'Cute But Deadly?'

Sometimes game publishers file trademark applications clearly intended for future releases. And other times, well, there’s really no telling what in the world they’re planning. Such is the case of a request filed by Blizzard with the U.S. Patent and Trademark Office on July 17. As reported by GameSpot, the application regards trademarking the phrase, “Cute But Deadly.” How the simple phrase is related to Blizzard or any of its properties is not immediately clear.

Based on Blizzard’s filing document, Cute But Deadly doesn’t seem connected to a video game, per se. The application refers to printed goods–as in comic books, paper crafts, and even milk bottle caps–in addition to toys, board games, and clothing. Granted, the Cute But Deadly phrase could be some type of promotional campaign slogan for an existing, or upcoming, project. Blizzard is scheduled to release Diablo III for the PlayStation 3 and Xbox 360 on September 3.

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