Because Marvel Comics trademarked their own Captain Marvel comic book during the interim between the demise of the Fawcett Comics' Captain Marvel comics in 1953 and DC's revival in 1972, DC Comics is today unable to promote and market their Captain Marvel/Marvel Family properties under those names. Since 1972, DC has instead used the trademark "Shazam!" for their comic book titles with the Marvel Family characters, and the name under which they market and promote the characters. When referring to the Marvel Family on comic book covers or various merchandise, they are by this legal necessity called the "Shazam Family".