Business

Disney drops bid to trademark Day of Dead name

SANTA ANA, Calif. — Disney has dropped an effort to trademark ‘‘Dia de los Muertos,’’ the name of the traditional ‘‘Day of the Dead’’ holiday celebrated by millions in Mexico and the United States.

The company said Tuesday that it was withdrawing a trademark request it made on May 1.

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The application prompted online criticism and petitions.

‘‘What were they thinking?’’ Genevieve Barrios Southgate, director of community programs at Bowers Museum in Santa Ana, said to the Orange County Register.

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Many Mexican-Americans and Mexicans observe the November­ holiday, which honors deceased relatives and other loved ones. Traditions include cleaning and decorating graves and building elaborate shrines.

Disney Enterprises Inc. hoped to secure name rights for merchandise as it partners with Pixar Animation Studios Inc. to create an animated movie inspired by the holiday.

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