I know a lot of it can seem confusing. Least I can do is kind of relay what the lawyers have told me without fouling it up too much. I hope.
They aren't widely known to everyone on a personal level. So sure, we know Thor's not a bad guy. This wouldn't happen on purpose with the intent to hurt anyone.
But other people wouldn't take it that way. Kids play with Thor toys but I can tell you, right now, merch sales are down. (Sorry, Thor.)