Why not call it cráneo instead then (spanish translation for skull), that way the people that know the tradition will see it's still respected, and the rest won't be put off by the name.
just my 2 cents, I know you're not in charge of naming.
I see that Skull finally changed there name. Wonder if they were reading these posts. Anyway, it is now called Fiesta.
The name Fiesta is so much better than Skull. Hope it improves their business and glad we could help, lol