My children love Legos. And I did as a kid too. I have come to appreciate that LEGO® is an incredible brand. Like Levi’s, they have a unique name and a unique shape associated with their brand. And their marketing often plays off the unique shape – a non-traditional trademark – and reinforcing its value.
What do I mean? These photo are from the Lego store at Tyson’s corner (via http://stores.lego.com/en-us/stores/us/tysons-corner/). Notice the Lego peg piece shape forming the bins. And in the light fixtures?
And the Lego brand has protected itself with trademarks, for example these are registered (click for USPTO records) for different goods and services: