Did you know Disney once tried to trademark “Dia de los Muertos”? Yes, they tried to own the name of the centuries-old holiday.
In 2013, as Pixar was developing what would eventually become “Coco,” Disney filed to trademark the phrase for use on everything from toys to cosmetics. But things didn’t go as planned.
“Disney hoped to secure the rights to the title ‘Day of the Dead’ and such themed merchandise as fruit preserves, fruit-based snacks, toys, games, clothing, footwear, backpacks, clocks and jewelry,” CNN explained at the time. “But the Latino community raised a ruckus about the application on social media.”
Disney faced immediate backlash for attempting to claim ownership of a sacred holiday, especially one with deep roots in indigenous Aztec culture. It was a big mistake. But then, somehow, they redeemed themselves, and all was forgotten. Or, was it?
That time Disney tried to trademark Dia de Muertos
Día de Muertos is a time-honored tradition celebrated not only in Mexico but across Latin America and the U.S., honoring the dead through altars, processions, and family gatherings.
Latinos across social media expressed outrage, and a petition to stop Disney’s trademark efforts gained over 21,000 signatures within days. As one petitioner said, ““Tell @Disney not to trademark Day of the Dead. Culture is NOT for sale!”
The shock and outrage went way beyond social media. Latino leaders chimed in as well.
“How could Disney allow such a blunder,” Lalo Alcaraz, a Mexican-American cartoonist and founder of Pocho.com, asked. “I knew they weren’t copyrighting the holiday, but I couldn’t believe they would let someone in their legal department let this happen. On the surface, it looks like Disney is trying to copyright the holiday.”
Disney soon withdrew the application, and later released its “Day of the Dead” movie under the name “Coco.”
Disney’s ‘Love Letter’ to Mexico
To avoid any further missteps in the making of Coco, Disney hired one of their biggest critics, Alcaraz, as a cultural consultant on the film. Despite all previous criticism, and with Alcaraz’s help, “Coco” emerged as one of Disney’s most culturally respectful films. According to Deadline, the film went on to become “the biggest movie ever” in Mexico, making over $50 million at the box office.
RELATED POST: The 3 Levels of the Día de Muertos ‘Ofrenda’
“Director Lee Unkrich noted in a past interview that the film is a ‘love letter to Mexico,’ and releasing the film three-and-a-half weeks ahead of the U.S. domestic release was a bold but beautiful move,” Pixar Post writes.
Coco made over $814,641,172 worldwide, and, to date, is one of Disney’s biggest box office hits.
What do you think? Did Disney redeem themselves with Coco?
