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Brussels, Belgium - Danish toy maker Lego lost a trademark court battle on Wednesday to protect its iconic plastic bricks in the European market.
The ruling by the European Union's Court of First Instance will allow competitors to continue selling plastic building blocks similar to Lego's in the EU's 27 nations.
The Luxembourg-based court in a ruling on Wednesday rejected the latest attempt by the Billund-based toy manufacturer to register a trademark for its standard-sized brick.
Lego secured a trademark for the brick in 1999 but the EU trademarks office cancelled it five years later after an appeal by rival toy maker, Canada's Mega Brands, which makes similar blocks. The court on Wednesday backed the 2004 decision.
Lego spokesperson Charlotte Simonsen said she expected the company would appeal the decision to the highest EU court.
"Of course, we're disappointed," said Simonsen, speaking from Lego headquarters in Billund, 240km west of Copenhagen. "We expect it will be appealed."
AP