(Yicai) Aug. 24 -- Danish toy giant Lego Group hosted a trademark and intellectual property protection exhibition in Beijing to show how safeguarding IP not only effectively protects consumer interests but also preserves creativity.

The Trademark Protection Exhibition, which kicked off on Aug. 22 and will run through Aug. 30, showcased how Lego has built consumer-familiar and trusted products and brand experiences via long-term dedicated investment. As a key part of the company’s 2026 trademark protection program, the exhibition represents the brand’s first public education exhibition focusing on trademark protection.

By integrating trademark and IP protection into daily consumption scenarios, the exhibition elaborates on the function of trademarks, copyrights, patents, and other forms of IP rights. It helps visitors understand that trademark protection extends far beyond brand names and logos, as it also safeguards long-established brand value, consumers’ legitimate rights, and product quality.

Every Lego brick and product stems from years of creative conception, design polishing, iterative testing, and continuous investment, said Robin Smith, vice president and general counsel for Asia Pacific and China at Lego. The Lego trademark embodies consumers’ trust in the brand’s products and overall image, which underpins the firm’s consistent efforts in trademark protection and public education.

Trademark protection safeguards the long-accumulated assets of the Lego brand and enables consumers to accurately identify product sources and access authentic, reliable products and brand experiences, Smith explained.

In addition to popularizing professional knowledge of trademarks and IP, the exhibition highlights the intrinsic connection between trademark protection and the bond linking creators and their original works.

Creators from various fields explore the boundaries of creativity and form unique expressive and recognition systems through long-term creation practices. When their work gains public recognition through exclusive names, logos, or brands, trademarks act as a vital bridge between them and the public. Protecting trademarks is therefore equivalent to protecting creators’ innovative capabilities and the original value accumulated through their persistent creations.

Trademark and IP protection is not just a measure to prevent plagiarism and infringement but also confirms the exclusive connection between creators and their works, said Zhao Zewan, a weaving artist participating in the exhibition. Creators’ works, professional reputation, aesthetic characteristics, and public recognition are all hard-won accumulations that deserve full respect and protection, she added.

Lego has long been cracking down on trademark and IP infringements through legal means and maintaining close cooperation with governments, law enforcement, and judicial authorities, having secured multiple favorable rulings in related cases in recent years.

Looking ahead, Lego will continue to collaborate with government departments, industry institutions, media outlets, creators, and other partners. While legally safeguarding its own trademarks and IP rights, the brand will further enhance public awareness of IP protection and work with all sectors of society to build an environment that respects originality and encourages innovation.

Editor: Futura Costaglione