The LEGO Group seeks to stop Wal*Mart selling Zuru building products

In the USA, the LEGO Group has gone to court seeking to prevent Wal*Mart from selling Zuru’s MAX Build More and Mayka construction toys.

MAX Build More is a new range of construction toys from manufacturer and distributor Zuru, being sold at Wal*Mart in the USA. The focus of the marketing is based on getting more bricks for buyer’s bucks – “It’s the same great play experience as other brands – just at a better price,” the MAX Build More website proclaims.

The LEGO Group has gone to court to try and get sales of the products stopped, Bloomberg reports. The company says that the launch of the range in October “was anything but fair play”. A filing in Connecticut is seeking to prevent the products from being sold through an emergency restraining order. It is the minifigures specifically that seem to be the focus of the move, with the LEGO Group claiming that the MAX Build More figures are too similar to company’s own characters.

“Zuru will continue to exploit the actual and inevitable consumer confusion caused by its inferior infringing products during this prime holiday buying season, while causing irreparable harm to the LEGO Group’s goodwill and reputation,” the Billund based company said in the filing.

Zuru is not a traditional construction toy manufacturer, with a variety of products in its portfolio sold around the world. Thomas Dunlap, a lawyer with Dunlap, Bennett & Ludwig in Leesburg, Virginia, is representing Zuru and advised Bloomberg that the LEGO Group’s complaint is under review.

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