Lego loses brick trademark appeal

The European Court of Justice has ruled against Lego's bid to have its bricks recognised as a trademark.
Author:
Publish date:
Social count:
0
3861_mypictr_300x300.jpg

"The Lego brick is not registrable" as an EU trademark, the European Court of Justice ruled. The toy brick consists "exclusively of the shape of goods necessary to obtain a technical result" and can therefore not get the EU- wide protection, said the court.

Lego claims the studs on top of its bricks make them "highly distinctive" and eligible for a trademark. The EU trademark agency said that the toy can't be protected because its shape serves a technical purpose, a decision backed by a lower EU court in 2008.

While Lego won an EU trademark on the blocks' shape in 1999, Mega Brands objected and won, arguing that the shapes of Lego's bricks serve a clear purpose and can't be protected.

The ruling is "disappointing," said Lego a spokeswoman.

Related

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.

Liberty

UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.