Is Lego really synonymous with building blocks? Is a Lego brick a universal brick or a Lego proprietary? For many years, Lego has been in the embarrassment of copycats that are mostly genuine cheap alternatives. The search for “Lego rights incidents” has continued to emerge, and even today counterfeits are still difficult to contain, such as the knowledge between Lego and Zuru. In a dispute over property rights, a LEGO paper filed suit against the world's seventh-newest toy giant ZURU.
The intellectual property rights dispute between LEGO and Zuru has been further upgraded in the United States with regard to Zuru's sale of the Max Build series.
The LEGO Group has been granted a temporary restraining order against Zuru Inc., as it sells products that allegedly infringe the intellectual property rights of the Danish toy maker.
A Connecticut area order called for Zuru's Max Build product to be immediately removed from all stores and websites.
The order was issued by Mr. Alvin Thompson, a U.S. district judge in Connecticut, and the toys involved included ZURU's series: Max Build More Mini Figure Set, Max Build More Building Bricks Value Set, Max Build More Building Bricks Accessories and Wheels Value Set, Max Build More base Plate and Mayka Toy Block Tape.
On December 13, the LEGO Group filed a 57-page indictment with the U.S. District Court of Connecticut, alleging infringement on rival Zuru trademarks, copyrights, design patents and trade apparel.
In the lawsuit, Lego introduced mini dolls in 1978 and has since sold more than 120 million units in the United States. This statuette is protected by my "countless" copyright registrations, including VA0000655230 and VA0000655104, which cover 3D sculptures.
However, according to Lego, the figurines sold by the Zuru company established in New Zealand in 2004 "are very similar to the overall appearance and feel of Lego mini figures, confusing, compelling, and very similar.
The complaint states: "Zuru's infringement of the image of Lego is the unauthorized reproduction of the copyrights and trademarks of the Lego Group, including the mini doll copyright and the mini doll trademark."
It is not the first time that LEGO has maintained intellectual property rights. When it comes to LEGO, when we think about the development of LEGO in China in recent years, we are also opening a factory in Jiaxing, Zhejiang, and we are also entering into education and opening experience stores. We are constantly innovating the main brand. In the eyes of many people, Lego is almost synonymous with plastic inserts.
From entering China's national borders in 1999, it has started a three-year copyright “protracted battle” with Kogo, connected to Lepin ’s short soldiers, and the court ordered these four companies to immediately stop “production, sales, display, or any other To promote infringing products, "and paid a total of approximately 4.5 million yuan in compensation to Lego. LEGO is becoming more and more active in defending its rights. In the Lego Group's trademark knowledge class in December, it was stated that "trademark protection is a challenging, long and costly process. But even so, we never give up.
Is Lego really synonymous with building blocks? As a key word, Lego has occupied the front lines of various building blocks, but among the vast number of building block manufacturers, Lego is definitely not the cheapest and most affordable brand, but it is definitely the most successful building block. Even today counterfeits are still difficult to contain.
But in recent years, are Lego bricks a universal brick or a Lego proprietary? It has been quite controversial.
Due to the two typical characteristics of non-open building block toy, the R & D enterprises of this kind of toy face the dilemma of copyright protection: some companies imitate the combined parts of such building block toys and sell them to the consumer in complete sets, and try to avoid the packaging Or the overall image of the toy being imitated appears in the instructions. Because this kind of combination component itself cannot constitute a work, but the company's copyright registration is the final combination form of the combination component, which makes this "component plagiarism" behavior controversial in the determination of copyright infringement.
According to reports, there are hundreds of core products (such as building block toys) and other trademarks registered worldwide by the LEGO Group, including the LEGO logo, the LEGO Chinese trademark, and the LEGO Ninjago, DUPLO, and LEGO friends ( FRIENDS) and other popular products, these trademarks have been registered in China.
In November 2017, the Beijing Higher People's Court ruled that the LEGO logo and the LEGO Chinese trademark are well-known trademarks, and the LEGO trademark will be more effectively protected by Chinese law. This also means that the LEGO Group will be able to better protect its legitimate rights and interests and prevent infringement of LEGO toys and other products.
In the global economic downturn, the Chinese market is still the main force of Lego. In the history of the protection of domestic intellectual property rights, the Lego Group has been an enterprise for more than 80 years. The patent protection period for most of Lego's common components has long passed. Cola Gao has applied for new patents continuously over the years. As of April 2017, a total of 5,836 Lego patent applications worldwide, including 1,342 invention patents and 4,494 design patents.
Peter Thorslund Kj?r, the legal vice president of the LEGO Group, once said: "The LEGO Group attaches great importance to the protection of intellectual property rights. We will take all necessary measures to ensure that the copyright, trademark, patent and other intellectual property rights of the LEGO Group are not infringed." The "old names" of toys all over the world are so "unconvinced" and so persistent in intellectual property.