LEGO Tightens Its Grip on Education — and Its Name
Dec/22/2025
LEGO Holdings is simultaneously expanding its educational and digital footprint while defending its brand. In December, the Danish toymaker filed new U.S. trademarks such as 'BUILD SOLVE INVENT' and 'SMART PLAY', signaling a push deeper into robotics, AI-enabled learning, and software-driven play, alongside its traditional bricks. At the same time, LEGO prevailed in recent UDRP actions targeting domain names that traded on its global reputation, including 'legomania.shop' and 'legono.com', both found to misuse the LEGO mark and ordered transferred after panels cited clear bad faith and consumer confusion . The dual strategy reflects a company intent on shaping the future of STEM education while leaving little room for imitation in an increasingly crowded digital marketplace.
