Disney Withdraws Effort to Trademark ‘Día de los muertos’

After only a few hours and many thousands of tweets, Facebook posts, blog posts and calls to action, The Walt Disney Co. said it will withdraw a trademark application related to Mexico's Day of the Dead (Día de los muertos.)

The trademark request was related to an upcoming Disney-Pixar film inspired by the holiday. Overall, Disney reportedly filed 10 requests in the U.S. Trademark and Patent Office this month to coin the phrase Día de los muertos. But as the company told the blog Fronteras:

As we have previously announced, Disney-Pixar is developing an animated feature inspired by the Mexican holiday Día de los Muertos. Disney’s trademark filing was intended to protect any potential title for our film and related activities. It has since been determined that the title of the film will change and therefore we are withdrawing our trademark filing.

The Disney-Pixar trademark brouhaha was only the latest in a string of social media-based campaigns launched by Latino bloggers and activists to call on big corporations, politicians or media companies. Not all campaigns end favorably for the activists. But Latino outcry over Disney's efforts quickly paid off.

As the bloggers over at Latino Rebels said it on their story Wednesday morning: Comunidad 1, Disney 0.


Laura Martinez (@miblogestublog)

Laura has lived and worked as a journalist in Mexico, Chile, Argentina and the U.S. She was the founder and editor in chief of Marketing y Medios magazine, an English- language trade publication devoted to explaining the Hispanic market to a non-Spanish speaking audience of executives and marketers. Prior to that, she was responsible for creating and launching the Spanish-language edition of the Wall Street Journal. She was also the creator and founding editor of Entrepreneur magazine´s Spanish-language Web site www.SoyEntrepreneur.com. She is fluent in Spanish, English and French and works as a freelance writer and editor in New York City.

MORE FROM PORTADA


Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Miami-based agency Nobox has tapped Marcus Kawamura as Chief Creative Officer to drive brands’ engagement with consumers by generating big ideas and delivering them on multiple platforms. Rapidly shifting technology requires brands to speak with consumers on multiple platforms, but Kawamura says engaging consumers requires deep brand understanding, big ideas, and the ability to entertain and react quickly to opportunities.


Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

We talked to Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, about the bran’s recent multi-year partnership with Riot Games, to become the first global sponsor for League of Legends esports.