The Walt Disney Company (DIS) Is Back From the Dead

Yes, victory. Because today The Walt Disney Company (NYSE:DIS) announced that it was withdrawing its applications, stating according to AP:

“Disney’s trademark filing was intended to protect any potential title for our film and related activities,” a company statement said. “It has since been determined that the title of the film will change and therefore we are withdrawing our trademark filing.”

The AP article goes on to quote:

What were they thinking?” Genevieve Barrios Southgate, director of community programs at Bowers Museum in Santa Ana, told the Orange County Register (http://bit.ly/ZFGuq5 ).

“Disney obviously responded to public pressure,” she said. “I guess that’s what happens when you don’t have culturally sensitive people as your advisers.”

It is interesting to note that toys and candies were among the items to be trademarked. Both of these are an integral part of the celebration. Stylized skeleton figures and skulls of sugar frequently adorn the family altars. If the trademarks had been pursued, perhaps figures such as the Catrinas pictured below would have become trademarked items.

This is not the first time Disney has run amuck of public opinion regarding intended trademarks. Two years ago they came under fire for trying to trademark “Seal Team 6,” but withdrew it when the Navy filed their own trademark application.

Still, the mess remains relatively contained, and the stock price appears unaffected. I imagine that this is partly due to the speed with which Disney reacted and withdrew the application. Just as the Navy intervened in the “Seal Team 6” issue, it would be hard to imagine the Mexican government allowing this to happen. What would happen if they tried to trademark “Chanukah” or “Easter?” Would all makers of chocolate bunnies have to register wit Disney?

This is a real fiasco and for many a bad taste will be left in the mouth as far as Disney is concerned. However, I’m sure their sugar sweet entertainment fare will soon put it all in the past.

The article Disney: Back From the Dead originally appeared on Fool.com and is written by Jaan Seunnasepp.

Jaan Seunnasepp owns shares of Apple. The Motley Fool recommends Apple and Walt Disney. The Motley Fool owns shares of Apple and Walt Disney.

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