Just because you own a copyright, doesn’t mean you should evoke them. Gifs are a language in which fans express themselves on Twitter and other Social Media mediums. It’s usually a creative expression by your fans. If I have my DMCA understanding, it also falls under commentary, which keeps the offenders i the clear from the law, but not a DMCA takedown practice.
I find it sad this apparent move by the legal department conflicts with a group that has been so hot on Social Media with their brand. Will they recover? Probably. Their brand and audience are too strong. But it’s a good cautionary tail for the rest of us.