IANAL, but these are two different issues. We are discussing a trademark, not a mechanic. TTC never got any of their cases regarding trademark, precisely becaus

IANAL, but these are two different issues. We are discussing a trademark, not a mechanic. TTC never got any of their cases regarding trademark, precisely because no one called it tetris (which is not even a real word). King hasn't copyrighted match-3, and probably won't ever be able to (what with prior art with at least Bejeweled, and I'm sure others before that) Even aside from all that, I think #candyjam is protected under fair use. The intent is very obviously parody. In fact, it'll probably end up with someone participating in the jam that has a sizable legal team, and they could probably string up a class-action lawsuit for everyone in the jam, which would probably amount to huge settlement costs if King tried to pay their way out of court. Lose-lose situation for them; they shell out massive amounts or lose their trademark for not protecting it.