Lego Loses Its Trademark – Does It Matter?

An EU court has upheld a decision to strip the interlocking plastic bricks of trademark status – because how can you trademark a simple brick? “But, does it matter to you and me? Perhaps not. No one will force you to buy [competitor] MEGA Brands’ brick-locking equivalent and Lego is such a big name that it seems unlikely sales will be particularly affected… Children – like adults – often develop loyalties to toy brands.”