SANTA ANA (AP) — Disney Enterprises 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 U.S.

The Orange County Register ( ) says the company announced Tuesday it’s abandoning the effort just a week after submitting its request to U.S. officials. The request sparked criticism that Disney was culturally insensitive.

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

A studio statement says the filing was withdrawn because the movie name has changed.

Two years ago, Disney tried to trademark the name “SEAL Team 6” days after the Navy team killed Osama bin Laden. After fierce criticism, Disney withdrew the application.

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