Once Again, Lego Learns That It Cannot Trademark An Interconnecting Brick
from the can't-compete,-huh? dept
For many years now, we’ve covered Lego’s quixotic quest to “trademark” its famous brick design. It hasn’t gone well. Back in 2005, we wrote about how Canada rejected a trademark claim it made against a competitor, MegaBlok. But Lego didn’t stop there, and tried to go after Mega Blok in Europe. In 2008, it lost in Europe as well. Rather than recognize the situation and focus on actually competing in the marketplace, Lego kept appealing. However, SteelWolf points us to the news that the European Court of Justice has upheld that 2008 ruling, meaning, once again, Lego has been told you can’t trademark interconnecting bricks. And to think, all that time, Lego’s lawyers could have just been building something cool. In the meantime, it still seems silly that the company was so focused on this. It has built up a strong fan base, and a great brand, without having to resort to trademark tricks to eliminate competitors.