Dutch concrete block maker ordered to stop using 'Lego' name in marketing
A court in The Hague has ruled that the Dutch company Betonblock can no longer frequently use the name "Lego" on its website. The company, based in Heerhugowaard, manufactures steel molds for concrete blocks and had used the term "Lego" extensively in its online marketing, NOS reports.
The ruling comes after Lego, the well-known Danish toy maker, filed a lawsuit against Betonblock. Lego argued that the frequent use of its trademarked name by Betonblock violated its intellectual property rights and demanded that the company cease using the name "Lego."
The court sided with Lego, stating that Betonblock’s use of the word was excessive and that the company had been benefiting from the toy maker’s brand recognition. "Betonblock’s actions can only be seen as an attempt to capitalize on the attraction, reputation, and prestige of the Lego brand," the judge wrote in the ruling.
Betonblock now faces the challenge of improving its online visibility without resorting to the overuse of the Lego name. The court recommended the use of alternative methods such as Google’s AdWords program, which allows businesses to appear in sponsored search results.
Under the court’s decision, Betonblock must update its website within two days and can only use the term "Lego" in a descriptive manner, such as explaining that its concrete blocks resemble the iconic toy bricks. Failure to comply with the ruling could result in a daily fine of 500 euros, with a maximum penalty of 50,000 euros.
In response to the verdict, Betonblock is considering an appeal, according to the company’s attorney. Going forward, the company plans to use terms like "megablokken" on its website. "Customers can make their own associations with the fact that these blocks are similar to the famous Lego bricks," the attorney added.
