[PRESS RELEASE] The LEGO® trademark recognized as a well-known trademark in China

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The LEGO® trademark recognised as a well-known trademark in China

The Beijing Higher Court passed a ruling earlier this year [July 22, 2017] that recognises the LEGO® logo and the
LEGO name in Chinese as ’well-known’ trademarks in China. The well-known trademark recognition is an
important milestone in getting broader protection for LEGO trademarks in China. This means that the LEGO Group
is now in a better position to act against infringement of LEGO trademarks also outside the toy category.

Peter Thorslund Kjær, Vice President, Legal Affairs in the LEGO Group, said: “The ruling by the Beijing Higher Court
is very important for the LEGO Group. It reflects the significant effort and investment put into marketing the LEGO
brand and products towards the Chinese consumers, and it further reduces the risk that consumers in China are
misled when they see the LEGO logo or the LEGO name in future. We are now in a better legal position acting
against infringement of LEGO trademarks and defending our trademark portfolio.

“We see this as a recognition of our status in China as a known and loved brand by parents and children, and we
appreciate the support from the Chinese government and authorities to ensure the continued protection of
millions of Chinese consumers as well as our unique trademark and logo.”

The LEGO Group actively protects its trademarks globally and each year brings relevant cases to courts to ensure
that consumers can always trust that a product carrying the LEGO logo or featuring the characteristic LEGO design
is genuine.

“Since 1932 the LEGO name and the LEGO logo have been a guarantee of the highest safety and quality standards.
We are committed to doing what it takes to protect children and assure parents that when a product features a
LEGO logo it will offer the best quality, as well as be great fun to play with. We will continue to take action globally
when we see attempts to mislead consumers and infringement of our trademarks and copyrights,” said Thorslund
Kjær.

What consumers can do to ensure they get a genuine LEGO experience:
• Look for the LEGO logo and LEGO name on the product
• Look for the LEGO name on the bricks inside the box. Every genuine LEGO element has the LEGO name on it.

What makes LEGO products unique:
• All LEGO elements made since 1958 fit together.
• Each element has to pass thorough tests to ensure the durability and clutch power as well as physical safety
requirements.
• All raw materials used to manufacture LEGO bricks are thoroughly tested to ensure they meet the strictest
global requirements for safety.

Media Contact:
Roar Rude Trangbæk, Press Officer

 

[LEGO Historian]

Glad to hear this.... 

I'm working on finishing a 9 Volume LEGO Encyclopedia book project for China.  The first 6 of these 9 volumes will contain all the LEGO sets from 1949-2017.  The 6 volumes are for LEGO sets... Volume 1 (1949-67),  Volume 2 (1968-79), Volume 3 (1980-91), Volume 4 (1992-2000), Volume 5 (2001-2010) and Volume 6 (2011-2017).  The last 3 volumes will be Volume A (rare LEGO parts), Volume B) (early LEGO wooden and plastic toys), and Volume C (LEGO display models and LEGO retailer items).

The last few volumes are now being written, and they will all be translated into simplified Chinese, by China's major LEGO book company.  LEGO is sizzling hot in China right now... and with a middle class of over 340 million, China is an ever increasing market for LEGO and LEGO related items.

Fortunately I now have a book deal for USA/Canada for the English 9 volume book versions as well!  

Thanks to my over 100 LEGO acquaintances worldwide... I have images of MANY sets not found in the Billund Vault, and a few (licensee sets) not found in the Billund Archives.

Gary Istok

P. S.  More info can be found in the Eurobricks Marketplace Bazaar.

Edited November 11, 2017 by LEGO Historian