Ultimate Warrior's marketing company, Ultimate Creations, are trying to stop bootleg Warrior merchandise being sold, reports TMZ. Various T-shirts with Warrior branding, his name and logo, appeared online shortly after he died last week. His lawyers are now pursuing these bootleggers in an attempt to stop the distribution, citing them using Warrior's trademark. A cease and desist letter is already making its way to more than one hundred merchandisers. This threatens legal action if all sales don't stop immediately. In analysing this development, the initial reaction might be shock at both the bootleggers and Warrior's own business looking to fight over making money off of his passing. However, consider this, Ultimate Creations needs to protect its interests as a business. Long term they have little scope to make future profits, so it is imperative they shut down the bootleggers and make what money they can in the short term. The profits of Ultimate Creations is potentially the funds that will put Warriors children through college. It is right for them to go after these bootleggers and try to make as much money as possible off of their own tribute range. WWE recently had a similar problem with bootleggers. They tried to stop retailers and vendors in New Orleans pushing wrestling merchandise in the vicinity of WrestleMania 30. It was a pretty desperate attempt at making as much money on WWE branded merchandise as possible, ultimately the judge shot their petition down. There should always be a place for independent merchandise, but when material is in breach of trademarks it is clearly illegal.