Its Lego, Not Legos, You Dope

The legendary maker of little bricks used to construct toys, monsters, and robots requests you refer to their brand name without the damned S' please. Businesses must protect their trademarks, and spend a lot of money to build brand awareness. Part of that strategy leads businesses with an online presence to purchase URLs containing different spellings. The Lego toy company has done so by purchasing legos.com. Many people tend to call Lego toys Legos'. Evidently, someone in the corporate offices at Lego has taken the term Legos' as a deeply personal, slandering insult. Visiting Wow. Making the argument that calling the bricks Legos instead of Lego bricks' violates the brand comes across as unusually pedantic. Probably a legal necessity, but still not a very consumer-friendly approach. Lego isn't exactly innocent when it comes to using terms without permission. The company's Bionicle line of toys featured names derived from Maori tribes, a practice that earned