It didn't take long — just two days! — for Disney to reportedly file trademark applications for the phrase "SEAL Team 6," the name of the secret commando squad that killed Osama bin Laden on May 1. The potential trademark, which would cover apparel, toys, games, "entertainment and education services," and other items, has commentators reeling. Is this a good business move, blatant exploitation, or both?
This is just smart business: "SEAL Team 6 has proven its marketing potential, and Disney, wisely, was the first to jump on the opportunity to profit," says Nick Carbone at TIME. I can hardly fault them for that. As long as they don't get so trademark-crazy that I have to pay royalties just for mentioning SEAL Team 6, I'll "let this one slide with nothing more than a begrudging eye roll."
"Capitalizing on the commendation: Disney trademarks 'SEAL Team 6'"
The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Nothing good can come of this: "I shudder to imagine" what Disney has in mind for its new trademark, says Doug Powers at Michelle Malkin's site. Perhaps an "'Abbottabad Disney' theme park" — or maybe Team 6 will take over for the army men in the next Toy Story movie. Whatever the company ends up doing, this is a lousy idea. "The SEALs want less attention," not more.
"Disney applies for 'SEAL Team 6' trademark"
This is disturbing... and uniquely American: I can't decide if Disney's move shows "galling cynicism about the nature of the American consumer, or almost Jedi-like insight about America's penchant for hero narratives," says Alex Moore at Death + Taxes. Regardless, it takes nerve to see "merchandising opportunity in this murder." But hey, maybe the best way to wake up from the collective "bin Laden nightmare" once and for all is to Disney-fy it. And "what's more American" than getting rich exploiting bin Laden's death?
"Disney trademarks SEAL Team 6, set to franchise bin Laden kill"
-
Fannie Flagg’s 6 favorite books that sparked her imaginationFeature The author recommends works by Johanna Spyri, John Steinbeck, and more
-
Google: A monopoly past its prime?Feature Google’s antitrust case ends with a slap on the wrist as courts struggle to keep up with the tech industry’s rapid changes
-
Patrick Hemingway: The Hemingway son who tended to his father’s legacyFeature He was comfortable in the shadow of his famous father, Ernest Hemingway
