The Walt Disney Co. has dropped its attempt to trademark the phrase "SEAL Team Six," the name of the elite unit that killed Osama bin Laden, the studio announced Wednesday.
Disney was facing a public relations disaster and was the butt of jokes by late night comedians after it moved to claim the trademark rights May 3, two days after the dramatic raid on bin Laden's compound.
Last week, the U.S. Navy countered Disney's move by filing two trademark applications for the names "Navy SEALS" and "SEAL Team" with the U.S. Patent and Trademark Office.
"The Navy is fully committed to protecting its trademark rights as it pertains to this matter and is currently examining all legal options," spokeswoman Amanda Greenberg said.
SEAL Team Six is a highly trained, formerly secret counter-terrorism unit that became legendary when its members dropped out of the sky into a fortified compound in Pakistan and fatally shot bin Laden, ending a 10-year search for the mastermind of the 9/11 attacks.
Disney's ABC-TV subsidiary had planned a TV show that would focus on elite military units. Its trademark application also would have covered snow globes, Christmas tree ornaments and other consumer items stamped "SEAL Team Six."
"I can't wait for the Happy Meal," comedian Jon Stewart joked on The Daily Show.
Disney said it is still planning a TV show, but no longer has an interest in trademarking the name of the elite unit.
"Out of deference to the Navy's application for these trademarks, we have withdrawn ours," a Disney spokesman said Wednesday.