This morning I heard from Steven Maier, partner at the Oxford law firm of Manches LLP, on behalf of the Tolkien estate. He wrote to say that the estate was not involved in Zazzle's takedown of a badge reading "While you were reading Tolkien, I was watching Evangelion." According to Maier, "Zazzle has confirmed that it took down the link of its own accord, because its content management department came across the product and deemed it to be potentially infringing."
Which is odd, because Adam Rakunas's post on the subject implied that Zazzle had told him they'd written on behalf of Tolkien's heirs. I've written to both Rakunas and Zazzle for an update.
I'm sorry for misidentifying the Tolkien estate as responsible for this inanity. While they have used copyright threats to censor at least three novels tangentially involving Tokien's characters or personage (that I know of), this button wasn't their fault, it was Zazzle's.