Index: wp-admin/edit-form-advanced.php
===================================================================
--- wp-admin/edit-form-advanced.php	(revision 19311)
+++ wp-admin/edit-form-advanced.php	(working copy)
@@ -122,7 +122,7 @@
 	add_meta_box('pageparentdiv', 'page' == $post_type ? __('Page Attributes') : __('Attributes'), 'page_attributes_meta_box', null, 'side', 'core');
 
 if ( current_theme_supports( 'post-thumbnails', $post_type ) && post_type_supports( $post_type, 'thumbnail' ) )
-		add_meta_box('postimagediv', __('Featured Image'), 'post_thumbnail_meta_box', null, 'side', 'low');
+	add_meta_box('postimagediv', $post_type_object->labels->featured_image, 'post_thumbnail_meta_box', null, 'side', 'low');
 
 if ( post_type_supports($post_type, 'excerpt') )
 	add_meta_box('postexcerpt', __('Excerpt'), 'post_excerpt_meta_box', null, 'normal', 'core');
Index: wp-admin/includes/media.php
===================================================================
--- wp-admin/includes/media.php	(revision 19311)
+++ wp-admin/includes/media.php	(working copy)
@@ -1162,8 +1162,10 @@
 		$calling_post_id = $post->post_parent;
 	if ( 'image' == $type && $calling_post_id && current_theme_supports( 'post-thumbnails', get_post_type( $calling_post_id ) )
 		&& post_type_supports( get_post_type( $calling_post_id ), 'thumbnail' ) && get_post_thumbnail_id( $calling_post_id ) != $attachment_id ) {
+		$calling_post = get_post( $calling_post_id );
+		$calling_post_type_object = get_post_type_object( $calling_post->post_type );
 		$ajax_nonce = wp_create_nonce( "set_post_thumbnail-$calling_post_id" );
-		$thumbnail = "<a class='wp-post-thumbnail' id='wp-post-thumbnail-" . $attachment_id . "' href='#' onclick='WPSetAsThumbnail(\"$attachment_id\", \"$ajax_nonce\");return false;'>" . esc_html__( "Use as featured image" ) . "</a>";
+		$thumbnail = "<a class='wp-post-thumbnail' id='wp-post-thumbnail-" . $attachment_id . "' href='#' onclick='WPSetAsThumbnail(\"$attachment_id\", \"$ajax_nonce\");return false;'>" . esc_html( $calling_post_type_object->labels->use_featured_image ) . "</a>";
 	}
 
 	if ( ( $send || $thumbnail || $delete ) && !isset( $form_fields['buttons'] ) )
@@ -1247,8 +1249,13 @@
  * @since 2.5.0
  */
 function media_upload_header() {
+	$post_id = intval($_REQUEST['post_id']);
+	if ( !empty( $post_id ) )
+		$post_type = get_post_type( $post_id );
+	else
+		$post_type = '';
 	?>
-	<script type="text/javascript">post_id = <?php echo intval($_REQUEST['post_id']); ?>;</script>
+	<script type="text/javascript">post_id = <?php echo $post_id; ?>;post_type = '<?php echo $post_type; ?>';</script>
 	<div id="media-upload-header">
 	<?php the_media_upload_tabs(); ?>
 	</div>
Index: wp-admin/includes/post.php
===================================================================
--- wp-admin/includes/post.php	(revision 19311)
+++ wp-admin/includes/post.php	(working copy)
@@ -1144,8 +1144,10 @@
  */
 function _wp_post_thumbnail_html( $thumbnail_id = NULL ) {
 	global $content_width, $_wp_additional_image_sizes, $post_ID;
-	$set_thumbnail_link = '<p class="hide-if-no-js"><a title="' . esc_attr__( 'Set featured image' ) . '" href="' . esc_url( get_upload_iframe_src('image') ) . '" id="set-post-thumbnail" class="thickbox">%s</a></p>';
-	$content = sprintf($set_thumbnail_link, esc_html__( 'Set featured image' ));
+	$post = get_post( $post_ID );
+	$post_type_object = get_post_type_object( $post->post_type );
+	$set_thumbnail_link = '<p class="hide-if-no-js"><a title="' . esc_attr( $post_type_object->labels->set_featured_image ) . '" href="' . esc_url( get_upload_iframe_src('image') ) . '" id="set-post-thumbnail" class="thickbox">%s</a></p>';
+	$content = sprintf($set_thumbnail_link, esc_html( $post_type_object->labels->set_featured_image ));
 
 	if ( $thumbnail_id && get_post( $thumbnail_id ) ) {
 		$old_content_width = $content_width;
@@ -1157,7 +1159,7 @@
 		if ( !empty( $thumbnail_html ) ) {
 			$ajax_nonce = wp_create_nonce( "set_post_thumbnail-$post_ID" );
 			$content = sprintf($set_thumbnail_link, $thumbnail_html);
-			$content .= '<p class="hide-if-no-js"><a href="#" id="remove-post-thumbnail" onclick="WPRemoveThumbnail(\'' . $ajax_nonce . '\');return false;">' . esc_html__( 'Remove featured image' ) . '</a></p>';
+			$content .= '<p class="hide-if-no-js"><a href="#" id="remove-post-thumbnail" onclick="WPRemoveThumbnail(\'' . $ajax_nonce . '\');return false;">' . esc_html( $post_type_object->labels->remove_featured_image  ) . '</a></p>';
 		}
 		$content_width = $old_content_width;
 	}
Index: wp-admin/js/set-post-thumbnail.dev.js
===================================================================
--- wp-admin/js/set-post-thumbnail.dev.js	(revision 19311)
+++ wp-admin/js/set-post-thumbnail.dev.js	(working copy)
@@ -6,7 +6,8 @@
 		action:"set-post-thumbnail", post_id: post_id, thumbnail_id: id, _ajax_nonce: nonce, cookie: encodeURIComponent(document.cookie)
 	}, function(str){
 		var win = window.dialogArguments || opener || parent || top;
-		$link.text( setPostThumbnailL10n.setThumbnail );
+		setThumbnail = 'setThumbnail_' + post_type;
+		$link.text( setPostThumbnailL10n[setThumbnail] );
 		if ( str == '0' ) {
 			alert( setPostThumbnailL10n.error );
 		} else {
Index: wp-includes/post.php
===================================================================
--- wp-includes/post.php	(revision 19311)
+++ wp-includes/post.php	(working copy)
@@ -1192,7 +1192,11 @@
 		'not_found' => array( __('No posts found.'), __('No pages found.') ),
 		'not_found_in_trash' => array( __('No posts found in Trash.'), __('No pages found in Trash.') ),
 		'parent_item_colon' => array( null, __('Parent Page:') ),
-		'all_items' => array( __( 'All Posts' ), __( 'All Pages' ) )
+		'all_items' => array( __( 'All Posts' ), __( 'All Pages' ) ),
+		'featured_image' => array( __( 'Featured Image' ), __( 'Featured Image' ) ),
+		'set_featured_image' => array( __( 'Set featured image' ), __( 'Set featured image' ) ),
+		'remove_featured_image' => array( __( 'Remove featured image' ), __( 'Remove featured image' ) ),
+		'use_featured_image' => array( __( 'Use as featured image' ), __( 'Use as featured image' ) )
 	);
 	$nohier_vs_hier_defaults['menu_name'] = $nohier_vs_hier_defaults['name'];
 	return _get_custom_object_labels( $post_type_object, $nohier_vs_hier_defaults );
Index: wp-includes/script-loader.php
===================================================================
--- wp-includes/script-loader.php	(revision 19311)
+++ wp-includes/script-loader.php	(working copy)
@@ -379,14 +379,21 @@
 			'error' => __( 'Could not load the preview image. Please reload the page and try again.' )
 		));
 
-		$scripts->add( 'set-post-thumbnail', "/wp-admin/js/set-post-thumbnail$suffix.js", array( 'jquery' ), '20100518', 1 );
-		$scripts->localize( 'set-post-thumbnail', 'setPostThumbnailL10n', array(
-			'setThumbnail' => __( 'Use as featured image' ),
+		$setPostThumbnailL10n = array(
+			'setThumbnail' => __( 'Use as featured image' ), // Back compat
 			'saving' => __( 'Saving...' ),
 			'error' => __( 'Could not set that as the thumbnail image. Try a different attachment.' ),
 			'done' => __( 'Done' )
-		) );
+		);
 
+		foreach ( get_post_types( null, 'objects' ) as $post_type_object ) {
+			if ( isset( $post_type_object->labels->use_featured_image ) )
+				$setPostThumbnailL10n["setThumbnail_{$post_type_object->name}"] = $post_type_object->labels->use_featured_image;
+		}
+
+		$scripts->add( 'set-post-thumbnail', "/wp-admin/js/set-post-thumbnail$suffix.js", array( 'jquery' ), '20100518', 1 );
+		$scripts->localize( 'set-post-thumbnail', 'setPostThumbnailL10n', $setPostThumbnailL10n );
+
 		// Navigation Menus
 		$scripts->add( 'nav-menu', "/wp-admin/js/nav-menu$suffix.js", array('jquery-ui-sortable'), '20111115' );
 		$scripts->localize( 'nav-menu', 'navMenuL10n', array(