Of course this begs the question of just what it might be a trademark for. I could see it as potentially having to do with Hearthstone, or maybe, considering that Blizzard has just announced production of a children's book, something along those lines. Maybe it's just a decoy to throw us all off the scent. Or...it could be a new spin-off miniseries featuring Wrathion and all his adorable, angry dragon friends! No? Uh, well then. Who knows? Certainly not me, but guessing games are fun!
Edit: Our commentariat has let it be known that this is the name for the new line of super-deformed merchandise that was announced at the Blizzard SDCC panel. The more you know!