Blizzard opposed Fox Media’s request for registration of a trademark, namely the “Diablo” brand. The name is linked to that of a character (a dog) from Housebroken, a new animated series linked to animated characters who share their thoughts in therapy sessions.
Blizzard says the brand is tied to products “that have been enormously commercially successful, won various industry awards and have been the focus of media attention.” Fox wants Diablo brand rights for categories like food and drink for animals, but also objects such as glasses, bottles, bottle openers, cups, bowls, toothbrushes, thermos, biscuit containers and other culinary or pet tools (such as dog brushes).
It might seem strange that a product like a video game, based on dark fantasy imagery, could collide with a cartoon related to a talking dog, but Blizzard has used the Diablo branding in many ways, “including glasses, coasters, bottle openers, backpacks, statues, artwork, books and journals”.
Fox Media has currently been notified of Blizzard’s opposition and has 40 days (starting April 26, 2021, when the opposition was notified) to respond. The situation is certainly curious: we will find out in some time how it will end.
But if you are interested only Diablo IV, know that PvP in open world zones with Fields of Hatred will be similar to The Division.