Disney has abandoned a plan to trademark "Dia de los Muertos" after being swamped by mocking and angry messages from Hispanic Twitter users. The company is working with Pixar Animation Studios on a movie about the holiday and wanted the trademark to enhance licensing opportunities. "Some people saw it as an attempt to own our culture and profit from it. This is going to be a marketing case study on what not to do," said Elainne Ramos of LATISM, a Latino social media nonprofit.

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