"The Culling" Trademark: A Sign of WWE’s Next Big Move?

In professional wrestling, sometimes, the right name can become the key to success in the ring and beyond. It can define the legacy of a wrestler, launch a dominant faction, or even ignite an entirely new storytelling era. Now, a recent trademark filing for “The Culling” is fueling speculation about what or who could be coming to the business of pro wrestling. Could this be the dawn of a dominant new faction, a rebranded superstar, or even a new direction for a major promotion? Both fans and industry insiders are eagerly waiting to find out.

So what's going on with "The Culling"?

The trademark was filed under Class 041, which refers to a classification system by the USPTO (United States Patent and Trademark Office) that relates to education, entertainment, training, and cultural activities. This category encompasses a diverse array of services associated with education, sports, and recreational activities. All of these would be disseminated via a website and over an online portal. 

The name itself packs a punch. The word “culling” typically refers to the act of killing the weak to allow the strongest to prevail. This in itself may draw toward a force or character focused on dominance, selection, or annihilation in the pro wrestling world. But aside from its foreboding name, the trademark application itself doesn’t delineate whether "The Culling" refers to a single performer, a new storyline, or something altogether different in the industry.

Wrestling’s history offers many possibilities

Though the details of “The Culling” are currently scarce,  history offers at least a few possibilities. Here are some facts from the industry:

Factions Have Shaped Eras of Wrestling: Whether it’s the NWO, DX, The Shield or The Bloodline, dominant factions have played a major part in shaping wrestling’s landscape. If there is a faction that is “The Culling”, it would be one that operates in the vein of those game-changing groups.

Dark and Otherworldly Gimmicks: The Undertaker, The Fiend, The Wyatt Family, Judgment Day, these dark and supernatural types of gimmicks in general, were very successful in the past. Titled “The Culling,” it sounds like part of a larger thematic trend and could even hint at something supernatural or cultish.

Trademarks Often Come Before Big Debuts: Wrestling promotions regularly file trademarks before they introduce new characters or rebrand current ones. Familiar names such as “The Fiend”, “Retribution” and “Legado del Fantasma,” were filed  as trademarks prior to their launch by WWE.

Digital content and news is a rapidly growing quadrant: The incorporation of online news, blogs, and fan activity within the trademark implies that The Culling may become more than just live wrestling. It may also include the form of a major media, social engagement, or entertainment brand.

With history as a guide, it’s fair to say that “The Culling” can go in a whole host of directions and that fans will be left wondering what’s next.

Why are trademark filings important in the wrestling industry? 

The professional wrestling industry heavily relies on legal protection to safeguard its brands. Companies such as  WWE and AEW vigorously defend their intellectual property, preventing rivals from trademarking similar or identical names. They also ensure that branding rights for wrestlers, factions, and storylines remain under their control.  Subsequently, these companies have aggressively staked their claims over the years to maintain dominance. 

Whether the name "The Culling" ends up being the name of wrestling’s next great-running stable, a renascent star, or something else entirely, one thing is for sure - the filing of this trademark is not by accident. Wrestling promotions seldom make moves without an endgame. And whatever “The Culling” may ultimately be, it has already laid a foundation for speculation and eagerness.