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September 19, 2005

The Softer Side of LEGO

LEGO On September 9, I reported that LEGO goes to great lengths to protect its trademark from becoming generic.

If a consumer types in , he or she is taken to a site owned by LEGO and sees a notice that encourages the consumer to refer to the brand as LEGO, not LEGOS.

On the other hand, indicated LEGO was quite accommodating when some adult LEGO aficionados hacked its newly-launched LEGO Factory, a service for customizing a LEGO design.

The lifetime LEGO fans modified the LEGO Factory digital files to the delight of LEGO's management. Ronnie Scherer, Senior Producer of LEGO, as reported in CNET said, "We really encourage and embrace" some modifications of our software.

Now, that's taking advantage of user feedback. Perhaps LEGO will take this to the next step and acknowledge that LEGO is referred to as LEGOS and trademark the latter as did Coca-Cola with Coke.

Posted by William Lozito at September 19, 2005 8:52 AM
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