This article is from the Lego FAQ, by Tom Pfeifer firstname.lastname@example.org with numerous contributions by others.
While most people point out that they just say LEGOs,
email@example.com (Lunatic Johnathan Bruce E'Sex) dug out:
One catalogue, dated 1980, has the following on its back page:
Dear Parents and Children
The word LEGO(R) is a brand name and is very special to all of
us in the LEGO Group Companies. We would sincerely like your
help in keeping it special. Please always refer to our bricks
as 'LEGO Bricks or Toys' and not 'LEGOS.' By doing so, you will
be helping to protect and preserve a brand of which we are very
proud and that stands for quality the world over. Thank you!
Consumer Services (Susan's name is a
pseudonym for the service dptmt.)
Matthew Miller, firstname.lastname@example.org, added:
The above quote from the catalog is often cited as evidence for "Lego"
as the proper plural, but in fact that is misreading it. Trademark law
in the US at least is easiest if the trademark is used as an
_adjective_. The point they're trying to make is that you should say
"LEGO Bricks", rather than calling the product itself either "Legos"
In fact, they seem to assume that "LEGOS" is the natural plural, since
that's the only one they bother to correct. So, in formal usage, both
"Lego" and "Legos" are wrong. To me, that means people shouldn't make
such a big deal about it in informal use!
Subject 8) LEGO advertising
LEGO is new toy every day.
LEGO c'est un nouveau jouet chaque jour.
LEGO es un juguete nuevo cada dia.
LEGO ist jeden Tag ein neues Spielzeug.
LEGO e' un gioco nuovo ogni giorno.
LEGO - eine Sprache der Kinder (LEGO - a language of the children).
LEGO zeigt, was Kinder koennen (LEGO shows what children can).
European LEGO advertising is quite good - they just show an animated
film of lots of LEGO being assembled, disassembled, reassembled etc. a
few times over in 15 seconds. Some of them are quite impressive.