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The [[The King]] was founded in Turin as ''The King Società Anonima Torino'' in [[1926]], while the trademark ''The King Superior'' ({{Marchio|38982}}) was recorded in [[1928]]. Although for long time the hypothesis of a trade mark used only for production on commission has been credited, the discovery of the re-registration of the same trademark in the [[1946]] on behalf of [[SAFIS]] leads to the conclusion that it is a single company, apparently forced to change its name because of the the fascist regime policies of forced Italianisation of names.