ShanghaiApril 26, 2026 /PRNewswire/ — On the occasion of the 26th World Intellectual Property Day, the LEGO Group officially launched its 2026 trademark protection project in China, focusing on public education and consumer identification awareness. On April 26, in collaboration with the Huangpu District People’s Procuratorate of Shanghai, the company held an “IP Awareness in the Community” event on Huaihai Middle Road, further bringing trademark protection concepts into communities and households, and encouraging the public to foster an environment of respect and protection for intellectual property.
This year, the LEGO Group will continue to promote trademark protection knowledge across various settings, including communities, LEGO® brand retail stores, and schools, using more diverse and interactive content to engage consumers. The LEGO Group believes that protecting trademarks not only safeguards consumers’ legitimate rights but also protects future creativity.
Advancing IP Education and Fostering Collaborative Social Governance
At the event, activities included an educational mini-lecture and an interactive play session titled “Little Detectives’ Trademark Adventure.” Representatives from the Huangpu District People’s Procuratorate of Shanghai and the LEGO Group’s China intellectual property team shared detailed insights on trademark and IP protection, trademark protection cases, and how to identify genuine LEGO bricks. Subsequently, children at the scene transformed into “LEGO Trademark Little Detectives,” reinforcing their awareness of trademark and IP protection through building and play.
LEGO Group holds ‘IP Awareness in the Community’ event on Huaihai Middle Road
Additionally, leveraging the “LEGO Play Box Program” (referred to as the “Play Box Program”), the LEGO Group partnered with over 50 Play Box Program collaborators to conduct “Little Detectives’ Trademark Adventure” themed activities in multiple communities, reaching over a thousand children with trademark and IP protection knowledge. These activities integrated LEGO brick building and creative play, guiding each participating child through carefully designed storylines to learn how to identify genuine LEGO bricks and understand the value of trademark protection.
LEGO Group, through the ‘Play Box Program,’ partners with collaborators to hold ‘Little Detectives’ Trademark Adventure’ themed activities in multiple communities
A staff member facilitating the event remarked: “In today’s activity, we introduced children to trademarks, helping them understand the purpose and value of trademarks, while also aiming to spark their creativity and innovation. One challenge involved building little ducks—children used the same six bricks to create entirely different ducks, with no two being identical. Through comparison, the kids intuitively realized that creativity is something everyone can possess and is unique, and that protecting trademarks and respecting IP is about protecting innovation.”
Over the years, the LEGO Group has been expanding the boundaries of public education through a series of effective trademark protection awareness campaigns, reaching as many student groups and community families as possible to build the first line of defense for trademark protection at its source.
Since 2019, the LEGO Group has collaborated with the China Intellectual Property News to conduct multiple “IP Awareness in the Community,” “IP Knowledge on Campus,” and “University IP Open Classes” in over ten cities across China. Each event invited legal experts and industry professionals to share cutting-edge knowledge on IP protection, incorporating fun interactions and LEGO brick building into classroom and community activities, enabling every participant to understand the significance of protecting innovation through play.
Cracking Down on Infringement to Defend Brand and Innovation Value
Beyond education and guidance, protecting IP also requires stringent action against infringement. Upholding the philosophy of “safeguarding innovators and being responsible to consumers,” the LEGO Group actively collaborates with relevant authorities to combat IP infringement, steadfastly protecting every innovation and ensuring high-quality play experiences for consumers.
In recent years, the LEGO Group has achieved victories in multiple IP cases, with the “Longteng” copyright infringement case being particularly notable: during the case proceedings, the LEGO Group actively cooperated with judicial authorities, including the Huangpu District People’s Procuratorate of Shanghai, in evidence verification and infringement comparison, aiding in the strict punishment of infringing acts. The Shanghai No. 3 Intermediate People’s Court ruled that Longteng Company and five related individuals infringed on the LEGO Group’s copyright, imposing a fine of 600 million yuan on the company and sentencing key responsible individuals to up to nine years in prison. Following the criminal verdict, the LEGO Group also filed a related civil lawsuit with the Shanghai Xuhui District People’s Court, resulting in a court mediation: Longteng agreed to pay 36 million yuan and hand over 320 sets of infringing molds. Additionally, on this year’s World Intellectual Property Day, the first-instance verdict was announced in the case of counterfeit tickets for Shanghai LEGOLAND Resort involving trademark infringement and unfair competition—the defendant company, without authorization, used the LEGO brand trademark, impersonated the official Shanghai LEGOLAND to produce and sell tickets, and engaged in false advertising. The Shanghai Jinshan District People’s Court found it constituted trademark infringement and unfair competition, ordering an apology and compensation of 550,000 yuan to LEGOLAND, with the verdict now in effect (for more case details, see: Impersonating LEGOLAND official to produce and sell tickets? The People’s Court has ruled!).
In addition to judicial enforcement, the LEGO Group continues to work closely with law enforcement agencies, actively assisting police in solving multiple trademark and IP infringement cases. For example, in July 2025, the Jinshan Branch of the Shanghai Public Security Bureau cracked a case involving copyright infringement of LEGO bricks; in August 2024, the LEGO Group assisted Shanghai Xuhui police in successfully solving a copyright infringement case, dismantling a full-chain criminal gang involved in manufacturing and selling counterfeit LEGO products.
Only Products with the LEGO® Mark Are LEGO® Products
As a company with over 90 years of history, the promise carried by the LEGO® mark remains consistent, always representing safe, high-quality, and creative play experiences.
This spirit of heritage and innovation is deeply embedded in every brick bearing the LEGO mark. Therefore, only products with the LEGO mark are genuine LEGO products. Key authentication points are found on the LEGO main trademark, LEGO bricks, LEGO minifigures, product packaging, shipping packaging, and official authorized channels. Consumers can identify genuine LEGO products through various methods: check the red square LEGO letter trademark on the product packaging; inspect whether each stud on the bricks is embossed with the LEGO wordmark; look for the LEGO logo on the head, neck, and leg parts of LEGO minifigures. Additionally, the LEGO Group advises consumers to always purchase through official LEGO brand authorized channels. These methods help consumers effectively avoid counterfeit products and enjoy an authentic, creative LEGO play experience.
Only products with the LEGO® mark are LEGO® bricks
Intellectual property deserves respect, and protecting it can start with every individual, every time they recognize the LEGO mark. In the future, the LEGO Group will deepen its trademark protection practices, rallying more forces to participate in IP protection, jointly fostering a quality innovation environment, and safeguarding the value of every creative idea.