Meanwhile, sugar shortages during World War I hurt sales of Archibald Query's Marshmallow Creme, so Query sold his recipe in 1920 to two men from Swampscott, Massachusetts, H. Allen Durkee and Fred L. Mower, who began distributing the product through their company, Durkee-Mower Inc. The pair renamed the product Toot Sweet Marshmallow Fluff, and Durkee-Mower continues to sell the product under the name Marshmallow Fluff. The sandwich made with peanut butter and marshmallow creme continued to be eaten, but was not called a Fluffernutter until 1960, when an advertising firm Durkee-Mower hired created the term as a more effective way to market the sandwich. "Fluffernutter" is a registered trademark of Durkee-Mower, although the company's U.S. trademark registrations for the term cover only ice cream and printed recipes. In 2006, Durkee-Mower sued Williams-Sonoma, Inc. in the United States District Court for the District of Massachusetts, alleging that Williams-Sonoma, Inc. infringed on its trademark by selling a marshmallow and peanut butter chocolate-covered candy under the "Fluffernutter" name.