Lego trademark rejected

Lego loses court battle to protect its iconic plastic brick.
Publish date:
Social count:

The EU's Court of First Instance upheld a 2004 EU decision to cancel the brick's trademark status yesterday.

The trademark was registered in the EU in 1999, but rival Canadian toy firm Mega Brands successfully challenged it.

The EU's trademarks agency said the brick was a functional, technical shape that was not one company's property.

The ruling rejected Lego's claims that its bricks have special chacteristics that set them apart and ruled that Lego's two rows of studs on top of the brick performed a utilitarian function and were not 'for identification purposes in the trademark sense.'

EU trademark law 'precludes registration of any shape' that is 'sufficient to obtain the intended technical result.'

Lego had submitted details of consumer surveys showing most people identify the 2 x 4 red brick as the company's brand and that perception had to be taken into consideration when the judges made their ruling.


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.


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.