A Lego to stand on?

Lego religion.jpgHow much will it matter that Lego has lost its trademark rights to the little plastic building brick?Other companies will of course be able to rip off the design, yes – most notably Canadian brick-builder Mega, who started manufacturing a similar toy in the 80’s, and will now be able to borrow from the design at will. And no doubt there will be a flurry of other toy-makers producing plastic bricks from now on.But Lego still has huge leverage over other brick-makers. Because it’s Lego. That’s a name that kids and adults alike know, love and trust. It’s been around since the 40’s, which is a lot longer than anyone who may try to produce it now. And the brand has been carried further than just the kiddies-brick-building-before-tea arena – there’s a whole world of Lego-related loving, from LEGOLAND theme park, Lego computer games, Lego art and Lego-related Guinness World Records to the Lego business consultancy Serious Play.It may have lost its trademark rights, but that’s a brand-and-a-half to beat. It’ll be interesting to see who and how other companies try to break into the Lego fortress. Because quite often, a strong brand is worth a lot more than trademarks rights. And that's not something that can be built overnight.(Image: minifig at Flickr)

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