FEATURE: Lego's trademark case explained - ToyNews

FEATURE: Lego's trademark case explained

Our legal expert explains why Lego lost its bid to trademark brick shape.
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It looks as though Lego's battle to perpetuate protection in Europe for the shape of their toy building bricks may finally be over.

The modern Lego brick appeared in the 1950s and has become a worldwide phenomenon. The modern style of brick was the subject of patents dating from 1958, but these have long expired. Lego has since, not unnaturally, sought alternative ways to deter competition.

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The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.