A Look at Lego’s Trademark Portfolio
There can’t be many children or adults who haven’t played with Lego toys. The popular plastic building blocks have been a fixture in homes worldwide since their introduction in 1949 by the Danish company the Lego Group. Danish carpenter Ole Kirk Christiansen began building wooden toys in 1932, calling his company “Lego,” a Danish word for “play well.”
By 1947 the company was making plastic toys and, in 1949, introduced its first rudimentary building brick called “Automatic Binding Bricks,” which we now know as Lego. In 1958, the company introduced the Lego brick in its modern form, and the company remains a third-generation, family-owned enterprise, still headquartered in Billund, Denmark.
The company owns 80 pending U.S. trademark applications and active federal trademark registrations.
Lego History
Lego has a storied history reflecting its commitment to high-quality play and a commitment to children’s development through play. The company motto “only the best is good enough” was coined in 1936 and is still used today.
In 1953, the company officially renamed its building bricks “Lego,” with the name molded on every piece. The company entered the German market, its first outside of Denmark, in 1956, and Ole’s son Godtfred Kirk Christiansen took over management of the company a year later. In 1962, the company officially introduced Lego to the U.S. market.
Durable, Colorful Building Blocks & Innovations
In January of 1958, the company successfully patented its coupling system in Denmark, establishing today’s modern Lego® brick. Its manufacturing process began using the durable and colorful ABS (acrylonitrile butadiene styrene) polymer in 1963.
The company introduced Duplo, a building block exactly twice the size of the standard Lego brick, designed for easier play by young children in 1969. In addition, the company launched its Lego Technic brand with designs for vehicles and characters enjoyed by older kids.
The toymaker introduced its first Mini-figures in 1978, intended to add role-playing fun for kids with town, castle and space themes. Since then, it has designed and produced thousands of sets with various characters, including some licensed from movies such as Star Wars, Pirates of the Caribbean, Indiana Jones, Harry Potter, and Minecraft. The Lego.com website went live on March 22, 1996.
In 1999, Lego introduced a programmable robotics line called “MINDSTORMS,” developed with help from MIT scientists. By 2015, these products would be programmable with an eye using Lego’s “EV3” brick and software on Windows and Mac computers connected to projects by Bluetooth. In 2000, Lego was chosen as the “toy of the century” by the British toy industry. The company launched Lego Creator products designed for adults and children to play and build together.
In 2002, Lego struggled with profitability, and new CEO Jorgen Vig Knudstorp launched a vigorous survival and turnaround plan refocusing on the company’s core Lego brick products. Other new product innovations followed, leading to the premiere of the animated LEGO MOVIE in 2014. In 2018, Lego introduced its first products made using sustainable materials and pledged to continue increasing efforts to minimize environmental impact.
Clones, Trademarks & Controversy
The original patent protection for its specific design expired in 1978 in Denmark, the U.S., and Canada. As a result, Lego has relied on trademark and copyright laws to try and protect its brand and market share from clones and competitors, particularly in recent decades.
Lego lost a trademark challenge in Germany (2004) by U.K.’s Best-Lock Construction Toys, which also unsuccessfully asked the U.S. Patent and Trademark Office to cancel Lego’s trademark in the U.S. in 2012. Lego also lost legal challenges against competitors in Canada and the E.U.
Business Focus Today
Today, the still privately-held Lego has more than 20,400 employees in 40 countries with estimated 2021 annual revenue of $8.06 billion, up 27% compared to $6.3 billion in 2020.
The Lego brand is seen worldwide with more than 700 retail stores and eight theme parks, with another underway in New York at an estimated cost of $350 million. Its brand is licensed for board games, video, films and television, publishing, and clothing.
Lego Notable Trademarks
LEGO, the LEGO logo, the Minifigure, DUPLO, LEGENDS OF CHIMA, NINJAGO, BIONICLE, MINDSTORMS and MIXELS are trademarks of the LEGO Group. The company first obtained a U.S. federal trademark registration for its current logo in 1975.
Current pending trademark applications include MTYHICA (entertainment, live shows and amusement park services), VIDIYO (manipulative educational blocks using multimedia or data), and Lego Discovery Center (wide range of educational games, toys, clothing, and other educational materials).
Last updated on February 18, 2026. This list includes all pending trademark applications and active federal trademark registrations that are owned by LEGO.
Please note: Gerben IP does not represent LEGO. This page is provided for informational purposes and reflects information available in public USPTO records
| wdt_ID | wdt_created_by | wdt_created_at | wdt_last_edited_by | wdt_last_edited_at | Trademark | Serial Number | Registration Number |
|---|---|---|---|---|---|---|---|
| 1 |  |
99537946 | pending | ||||
| 2 |  |
98960156 | pending | ||||
| 3 | [email protected] | 03/09/2024 07:16 AM | [email protected] | 03/09/2024 07:16 AM |  |
98960159 | pending |
| 4 | LEGO REPLAY | 98853417 | 8037105 | ||||
| 5 | BRICKHEADZ | 98723884 | 7980856 | ||||
| 6 | BRICKLINK | 98385120 | 7658990 | ||||
| 7 |  |
98385117 | 7658989 | ||||
| 8 |  |
98576440 | pending | ||||
| 9 |  |
98576431 | pending | ||||
| 10 | BRICK TO THE FUTURE | 97465736 | pending | ||||
| 11 |  |
97765556 | pending | ||||
| 12 |  |
97640432 | pending | ||||
| 13 | CHILDREN'S GENERAL ASSEMBLY | 97628778 | 7789965 | ||||
| 14 | CAPITAL OF CHILDREN | 97541712 | 7603251 | ||||
| 15 | LEGO DREAMZZZ | 97507591 | pending | ||||
| 16 |  |
97409343 | pending | ||||
| 17 |  |
90721856 | pending | ||||
| 18 |  |
90460494 | 6823705 | ||||
| 20 |  |
88977147 | 6312303 | ||||
| 21 | LEGO EDUCATION SPIKE | 88977146 | 6164262 | ||||
| 22 |  |
88862225 | 6344785 | ||||
| 23 |  |
88792916 | 6119000 | ||||
| 24 | |
88792907 | 6107996 | ||||
| 25 |  |
88762434 | 6118008 | ||||
| 26 |  |
88762400 | 6107918 | ||||
| 27 |  |
88758932 | 6117811 | ||||
| 28 | BRICKLINK | 88703706 | 6821546 | ||||
| 29 | |
88703682 | 6964867 | ||||
| 30 |  |
88698804 | 6849035 | ||||
| 31 |  |
88698784 | 6849034 | ||||
| 32 |  |
88694453 | 6075031 | ||||
| 33 | SPEED CHAMPIONS | 88694429 | 6075029 | ||||
| 34 |  |
88693117 | 6156856 | ||||
| 35 |  |
88693097 | 6318203 | ||||
| 36 | TECHNIC | 88693048 | 6074965 | ||||
| 37 |  |
88587321 | 6078384 | ||||
| 38 |  |
88586718 | 6111474 | ||||
| 40 | |
88550699 | 6599864 | ||||
| 42 | LEGO EDUCATION SPIKE | 88550581 | 6599863 | ||||
| 43 | STUD.IO | 87339270 | 5470735 | ||||
| 44 |  |
87332352 | 5394433 | ||||
| 45 | |
87332331 | 6075297 | ||||
| 46 |  |
86901117 | 5590670 | ||||
| 47 | NEXO KNIGHTS | 86901103 | 5590669 | ||||
| 48 |  |
86651986 | 5052409 | ||||
| 49 |  |
86537461 | 4903968 | ||||
| 50 |  |
86509925 | 5052409 | ||||
| 51 |  |
86369188 | 4763437 | ||||
| 52 |  |
86367154 | 4726793 | ||||
| 53 | |
86339801 | 4758861 |
Josh Gerben, Esq.
Josh Gerben, Esq. is a nationally recognized trademark attorney and the founder of Gerben IP. Since launching the firm in 2008, he has overseen the registration of over 10,000 trademarks and handled over 1,500 trademark disputes. Josh's practice focuses on building and defending global trademark portfolios for clients. These clients include entrepreneurs, private equity-backed businesses, athletes, celebrities, and public companies. Frequently quoted by major media outlets like CNBC, CNN, The New York Times, and The Wall Street Journal, Josh is widely regarded as a leading authority in trademark law.
Do you need assistance with a trademark matter?
Contact an Attorney Today