LEGO® Now a Registered Trademark in China!
In a landmark move, the Beijing Higher Court has passed a ruling to recognise the LEGO® logo and the LEGO name in Chinese (乐高) as official trademarks in China.
What this means for The LEGO Group is that they are in able to better pursue trademark infringements in the People’s Republic of China.
While this is definitely a step in the right direction it is still a challenge to take these clone bricks companies to court as they can easily close shop and set up under a different name down the road.
It is still heartening that the People’s Republic of China has awarded LEGO an official trademark recognition as it shows that the government is taking steps to uphold intellectual property laws.
Here is the full press release:
[Billund, Denmark November 1, 2017] 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.
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