Walt Disney has withdrawn its application to trademark Seal Team 6, the name of the elite unit that raided a compound in Pakistan, after the US navy moved to protect its rights and the entertainment giant endured a wave of criticism.
Disney sought the trademark rights on 3 May, two days after US operatives raided a compound in Pakistan and killed the man behind the September 11 attacks.
Disney's ABC subsidiary wanted to develop a TV show along the lines of NCIS and JAG, which are also real-life navy units, and would have focused on the drama and heroism of the special forces unit.
But the move was criticised for not only its rapid filing, but also for a trademark application that included items such as Christmas stockings and snow globes.
Comedy show host Jon Stewart attacked the company on his Daily Show, saying: "I can't wait for the Happy Meal."
A US navy spokeswoman, Amanda Greenberg, said the navy already had rights to the Seal trademark but recently submitted two applications for trademarks of Navy Seals and Seal Team.
"The navy is fully committed to protecting its trademark rights as it pertains to this matter and is currently examining all legal options," she said.
A Disney/ABC spokesman, Kevin Brockman, said the company withdrew its bid "in deference to the navy's application".
Disney is still interested in producing a show based on the unit, although it is likely to be produced by a third-party studio.