“Wally & Marty” were introduced by the corporate retailer in 2006 as “renegade” elves, “synonymous with holiday spirit.” The characters, however, have taken on a life of their own at the hands of protesters, who are attempting to make the two synonymous instead with the fight for better wages and conditions for Walmart employees.

The movement started last year on Twitter, when Walmart tweeted that people should ask for gift suggestions using the hashtag #WalmartElves and promised Walmart staffers would answer. The hashtag quickly spiraled out of corporate control.

In a document released on Scribd, the activists revealed a series of letters sent to Tumblr by Walmart, asserting the company’s trademark. The documents revealed just how closely Walmart is following the protests. The document listed the groups action’s in its complaint, which included replacing official store signage with similar-looking signs saying things like "$8.81 is not a living wage" and "Walmart is using its wealth and power to silence workers demanding a living wage."

In mid-November, shortly after Walmart contacted Tumblr, the protest site walmartelves.tumblr.com was suspended. An alternative parody site, Elves on Strike, now resides in its place. At the moment, the activists also have @ElvesOfWalmart and @ElvesOnStrike_, along with support from similarly minded activist groups on Twitter. Eight accounts remain suspended.