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Fine Brothers vs YouTube Community: React World, Trademark Backlash and Cancellation

Fine Brothers Entertainment built one of YouTube's most successful branded reaction franchises through Kids React, Teens React, Elders React and related shows. On July 10, 2015, Fine Brothers Properties filed a U.S. trademark application for the standalone word REACT in connection with online entertainment programs involving the observation and interviewing of groups of people. On January 26, 2016, Benny and Rafi Fine announced React World, a global licensing program that would allow outside creators to make localized versions of FBE's branded formats using production materials and support in exchange for a share of revenue. The announcement triggered a major backlash because reaction videos long predated the Fine Brothers and creators feared that the REACT trademark and licensing system could give FBE excessive control over a broad online genre. FBE repeatedly said it did not own reaction videos generally and that creators remained free to make independent reaction content, but critics pointed to previous takedown disputes involving similar channels and to the breadth of the trademark filing. Prominent creators published reaction videos and parodies, Reddit discussion exploded and the Fine Brothers channel lost hundreds of thousands of subscribers. On January 31, FBE released an Update video acknowledging that it had badly explained the project, but the backlash continued. Fine Brothers Properties filed an express abandonment of the REACT application on February 1. On February 2, FBE issued a formal apology, canceled React World, promised to rescind its React trademarks and applications and said it would release all past Content ID claims. The standalone REACT application was formally recorded as abandoned on February 4. The dispute ended without React World launching as planned and became a frequently cited example of creator backlash against attempts to formalize or franchise an online video format.