I am somewhat familiar with trademark law.  As for "bad press", all you need do is read some of the responses in this thread regarding Disney and their impact on copyright law to know they are not viewed so favorably.  A few minutes googling of the subject and you will find that yes, there is such a thing as bad press.  Disney most of all is nowhere near immune to it.  Yes, the game is niche.  That pretty much makes the point that it is very, very, very unlikely a Disney would even care about it.  Also, "on retainer" does not in any way mean "free of charge".
 
	 
 
 
	I do not think the game was kept secret for the reason you think it was....