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WWE star appears to be getting a gimmick change

WWE has filed for a new trademark that will be used for Alexa Bliss. On January 19, WWE filed for “The Goddess” term with the United States Patent & Trademark Office (USPTO) under entertainment purposes. Here is the description:

“Mark For: THE GODDESS™ trademark registration is intended to cover the categories of entertainment services, namely, wrestling exhibitions and performances by a professional wrestler and entertainer rendered live and through broadcast media including television and radio, and via the internet or commercial online service; providing wrestling news and information via a global computer network; providing information in the fields of sports and entertainment via an online community portal; providing a website in the field of sports entertainment information; fan club services, namely, organizing sporting events in the field of wrestling for wrestling fan club members; organizing social entertainment events for entertainment purposes for wrestling fan club members; providing online newsletters in the fields of sports entertainment; online journals, namely, blogs, in the field of sports entertainment.”

Bliss used this nickname for the majority of her WWE career before her character change in 2020 when she was in a storyline with Bray Wyatt. She later did her own version of The Fiend gimmick that she has portrayed since then. Bliss has returned to television after being away for a few months as she has been doing therapy segments while still presenting her supernatural character.

Bliss recently reacted to fan criticism regarding the segments, but based on this trademark filing, it appears WWE could be changing the character and she will go back to the previous gimmick she had while winning multiple titles.


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