The company was about two years into the making of \u201cCoco\u201d when it committed a significant PR blunder. For its marketing, Disney in 2013 applied to trademark \u201cD\u00eda de los Muertos\u201d \u2014 the Mexican holiday the movie centers on \u2014 sparking a backlash from prominent Latino voices.<\/em><\/p>\n Mexican American cartoonist Lalo Alcaraz<\/a> (\u201cLa Cucaracha\u201d) helped give image to the outcry. Alcaraz, who had tweeted that trying to brand the holiday came across as \u201cawful and crass,\u201d created the Mickey Mouse-spoofing cartoon \u201cMuerto Mouse,\u201d<\/a> with the caption: \u201cIt\u2019s coming to trademark your cultura.\u201d<\/em> \u201cWorking at Pixar, you\u2019re in a little bit of a bubble. We\u2019re removed from the machine to a certain extent,\u201d Katz told The Post\u2019s Comic Riffs while in Washington. \u201c[We were] trying to be as genuine and authentic as you can. It wasn\u2019t something we were expecting. We were all just disappointed and sad.\u201d<\/em><\/p>\n The incident, though, led to a realization. \u201cWe needed to make sure that even though we were reaching out to folks, we needed to make this movie differently than any other movie we\u2019d made\u2026\u201d<\/em><\/p>\n ![\"\"](\"http:\/\/file770.com\/wp-content\/uploads\/coco-photo.png\")
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\nAccording to Jason Katz, the story supervisor on \u201cCoco,\u201d the backlash to the Southern California parent company\u2019s trademark attempt was tough to take in the Bay Area, where Pixar\u2019s Emeryville studio is located.<\/em><\/p>\n