Subject:
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Re: Wal-Mart in USA now sells "LEGOS"
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Newsgroups:
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lugnet.market.shopping
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Date:
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Wed, 9 Jul 2003 01:14:52 GMT
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Viewed:
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524 times
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In lugnet.market.shopping, Kevin Salm wrote:
> It seems that in the latest round of in-store rearranging, several things have
> changed at Walmart stores. The ones I visited now have Black signage with white
> lettering that hang from the store shelving.
>
> The new sign for Lego® brand building toys is now printed as "LEGOS"
>
> I find it disturbing that Wal-Mart would make such a blunder.
>
> I understand how it happened: First, all other signs use the plural of what is
> being sold. Secondly, LEGO toys are about the only product of any kind that
> have the same name as the manufacturer. For exmaple, no one goes into a store
> asking for the Mattel® brand toys -- they ask specifically for Barbie®, Hot
> Wheels®, etc.
>
> Wal-Mart Incorporated has a lot of power in the marketplace. Hopefully the Lego
> Company can stand up to Wal-Mart and demand that the signs be changed without
> any negative consequences.
>
> ____
Personally, I never understood Lego's big fuss over the use of the term "Legos"
for their products. (Or any Lego fan's big fuss, for that matter). They tried
for 25 years (maybe more) to tell people to stop using the term, yet people
still do. People are just too used to quick terms. Barbies. GIJoes. Hot Wheels.
Legos. It has a ring to it.
Personally I just don't understand what the fuss is all about. No matter what
happens anyway, people will always know that only the LEGO company makes "Legos"
so I don't see how their precious brand name is diluted.
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Message has 2 Replies:
 | | Re: Wal-Mart in USA now sells "LEGOS"
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| (...) Your examples are not analogous. More like "Xerox" or "Kleenex" or "Rollerblades". These company's brand names have fallen victim to the equation of a product, but not necessarily their product. (...) Not true at all! If "legos" becomes (...) (21 years ago, 9-Jul-03, to lugnet.market.shopping, FTX)
| | | Re: Wal-Mart in USA now sells "LEGOS"
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| (...) It's a legal issue. Trademarks are only valid if you defend them. And the only way to properly use a trademark is as an adjective. That's why you see things like "Kleenex(R) Brand Facial Tissues" instead of just "Kleenexes" in Kimberly-Clark's (...) (21 years ago, 10-Jul-03, to lugnet.market.shopping)
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