It's akin to Donald Trump trying to make "You're fired" his own: King.com has filed, and had approved, a registered claim to the word "candy" as pertains to video games and clothing, which tells you what their next phase of merchandising is going to be.
Basically, you can still make actual candy and not be sued. But make an online game, even if it's about cocaine and called Nose Candy, and prepare for legal action. If you're a porn star named Candy who wanted to start a clothing line named after yourself, you're fucked in a different way than usual.
And maid all this, why isn't Candy Crush making the most obvious tie-in: actual goddamn candy? Because I totally want one of those chocolate balls with all the colored things in it.