er 14, 2008

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RTICLE
oses trademark battle over bricks
h toy maker Lego has just lost a court battle over a trademark on its bricks. For fifty years, it has enj
from rival toymakers. Lego had a copyright on the shape and design of its small bricks and blocks. T
ompetitors from making the same size and shape blocks. However, rival toy company Mega Brands st
ego’s trademark in 1999. For almost a decade, Mega Brands has battled Lego’s lawyers in the courts.
iconic bricks were unique, and different from others around the world. It said the design and size of t
the bricks meant it could be copyrighted. The judges disagreed and decided that the shapes of Lego's
clear and useful purpose and could not be protected. They were too ordinary to deserve a copyright.

have been playing with Lego for over half a century. The bricks are a permanent fixture of all kids’ bed
ivity areas and department store play rooms. It all started in 1958 when Lego launched its first red br
ve changed over the ages into fantasy figures, space stations and motorized models. The popularity of
blocks has led to theme parks around the world. A Lego spokeswoman, Charlotte Simonsen, said the c
pointed with the judges' decision: "We at Lego are convinced in our belief that we are right in our view
k legislation,” she said. The new court ruling could pave the way for more competition. A “brick war” b
Mega Brands could see cheaper prices for kids and adults.

M-UPS
 Walk around the class and talk to other students about Lego. Change partners often. After you finish,
ner(s) and share your findings.
 In pairs / groups, decide which of these topics or words from the article are most interesting and whi
ng.
court battles / trademarks / copyright / bricks / rivals / being unique / ordinary / children / kids’ bedrooms / fantasy figures / them
/ competition / prices
at about the topics you liked. Change topics and partners frequently.
S: Do you always choose one company over another? Complete the table below. Share what you wrot
ner(s).
I’m loyal to… because…
hines

EMARK: Students A strongly believe Lego should be able to keep its trademark on its bricks; Student
y believe competition is necessary to bring prices down. Change partners again and talk about your
ions.
 With your partner(s), discuss what kind toys you played with as a child. Rank them according to your
now). Share your ideas with other students.
Then  |  Now  Action figures / dolls Then  |  Now
____    ____ ____    ____
d games ____    ____  Role playing ____    ____
____    ____ ____    ____
o games  Cards
RIGHT: Spend one minute writing down all of the different words you associate with the word ‘copyrig
ur words with your partner(s) and talk about them. Together, put the words into different categories.

RE READING / LISTENING
/ FALSE: Look at the article’s headline and guess whether these sentences are true (T) or false (F):
has had a trademark on its toy bricks for the past fifty years. T/
were not allowed to make the same shape and shape of bricks. T/
has been fighting competitors in the courts for five decades. T/
s decided Lego’s bricks weren’t unique enough to be copyrighted. T/
children play with Lego for over half a century. T/
rst bricks that Lego made were white. T/
o representative totally understood the judges’ decision. T/
dges’ decision may mean prices of playing bricks will come down. T/
NYM MATCH: Match the following synonyms from the article:
tle a. prevented
al b. lead to
pped c. everlasting
que d. opinions
pose e. one-of-a-kind
manent f. use
nched g. fight
ws h. laws
islation i. started
e the way for j. competitor
SE MATCH: Match the following phrases from the article (sometimes more than one. combination is p
a court battle over a a. unique
had a copyright on the b. purpose
argued its iconic bricks were c. our belief
uld be d. trademark
's bricks served a clear and useful e. competition
dren have been playing with Lego for over f. shape
started in 1958 when Lego launched its first g. cheaper prices
at Lego are convinced in h. red bricks
new court ruling could pave the way for more. i. copyrighted
rick war” between Lego and Mega Brands could see j. half a century
E READING / LISTENING
L: Put the words into the gaps in the text.
toy maker Lego has just __________ a court battle over a trademark on its bricks. For fifty years, it has
ection from __________ toymakers. Lego had a copyright on the shape and design of its small bricks and
stopped competitors from making the same __________ and shape blocks. However, rival toy company
s started fighting Lego’s trademark in 1999. For almost a __________, Mega Brands has battled Lego’s
he courts. Lego argued its iconic bricks were __________, and different from others around the world. It said
nd size of the studs on top of the bricks __________ it could be copyrighted. The judges disagreed and
the shapes of Lego's bricks served a clear and useful __________ and could not be protected. They were too
__________ a copyright.

ve been playing with Lego for over __________ a century. The bricks are a permanent __________ of all
ms, school activity areas and department store play rooms. It all started in 1958 when Lego __________ its
ks. These have changed over the ages into fantasy figures, space stations and motorized __________. The
f the colourful blocks has led to __________ parks around the world. A Lego spokeswoman, Charlotte
aid the company was disappointed with the judges' decision: "We at Lego are convinced in our __________
ight in our views on trademark legislation,” she said. The new court ruling could __________ the way for
tition. A “brick war” between Lego and Mega Brands could __________ cheaper prices for kids and adults.

NING:  Listen and fill in the spaces.

h toy maker Lego ______________ court battle over a trademark on its bricks. For fifty years, it has
from rival toymakers. Lego had a copyright ______________ design of its small bricks and blocks. T
ompetitors from making _________________ shape blocks. However, rival toy company Mega Brand
ego’s trademark in 1999. For almost a decade, Mega Brands has battled Lego’s lawyers in the courts.
________ bricks were unique, and different from others around the world. It said the design and
______ on top of the bricks meant it could be copyrighted. The judges disagreed and decided that the
bricks served ______________ purpose and could not be protected. They were too ordinary _______

have been playing with Lego ______________ century. The bricks are a permanent ______________
, school activity areas and department store play rooms. ______________ 1958 when Lego launched
. These have changed over the ages into fantasy figures, space stations and motorized models. The
 ______ colourful blocks has led to theme parks around the world. A Lego spokeswoman, Charlotte Si
ompany was disappointed ______________ decision: "We at Lego are convinced in our belief that we
______ on trademark legislation,” she said. The new court ruling could pave the way for more compe
r” between Lego and Mega Brands could see cheaper ______________ and adults.

R READING / LISTENING
SEARCH: Look in your dictionaries / computer to find collocates, other meanings, information, synon
ords ‘trade’ and ‘mark’.
mark

re your findings with your partners.

e questions using the words you found.
your partner / group your questions.
LE QUESTIONS: Look back at the article and write down some questions you would like to ask the cl

re your questions with other classmates / groups.

your partner / group your questions.
ILL: In pairs / groups, compare your answers to this exercise. Check your answers. Talk about the wo
y. Were they new, interesting, worth learning…?
BULARY: Circle any words you do not understand. In groups, pool unknown words and use dictionarie
nings.
EACH OTHER: Look at the words below. With your partner, try to recall how they were used in the tex
 half
yed  all
ped  ages
de  popularity
greed  belief
nary  war

ENT LEGO SURVEY

GOOD questions about Lego in the table. Do this in pairs. Each student must write the questions on h
r.
have finished, interview other students. Write down their answers.
STUDENT 1 STUDENT 2 STUDENT 3
_____________ _____________ ____________
w return to your original partner and share and talk about what you found out. Change partners often.
e mini-presentations to other groups on your findings.
TRADEMARK DISCUSSION
A’s QUESTIONS (Do not show these to student B)
hat did you think when you read the headline?
hat springs to mind when you hear the word ‘trademark’?
hat is the difference between a trademark and copyright?
you like Lego? Was it part of your childhood?
you think Lego should be allowed to keep its trademark on the size and shapes of its blocks?
ould you choose a rival toymaker over Lego?
you think Lego’s bricks are iconic? Are there any other toys more famous?
hat do you think of the judges’ decision?
you think the judges’ decision will affect Lego?
hat do you think of this story?
-----------------------------------------------------------------------------
B’s QUESTIONS (Do not show these to student A)
d you like reading this article?
hy has Lego been so popular for so long?
you think those at the 1958 launch knew Lego would be so big?
hat part does Lego play in our culture today?
you think 50-year long trademarks are to long?
ould you like to go to a Lego theme park?
hy do you think Lego feels it should keep its trademark?
you think trademarks prevent healthy competition?
ll children have more Lego if prices come down?
hat questions would you like to ask Lego spokeswoman Charlotte Simonsen?
UAGE
h toy maker Lego has just (1) ____ a court battle over a trademark on its bricks. For fifty years, it ha
rotection from rival toymakers. Lego had a copyright (2) ____ the shape and design of its small brick
his stopped competitors (3) ____ making the same size and shape blocks. However, rival toy company
arted fighting Lego’s trademark in 1999. For almost a decade, Mega Brands has (4) ____ Lego’s lawye
go argued its iconic bricks were (5) ____, and different from others around the world. It said the desi
e studs on top of the bricks meant it could be copyrighted. The judges disagreed and decided that the
bricks served a (6) ____ and useful purpose and could not be protected. They were too ordinary to de

have been playing with Lego for over half a century. The bricks are a permanent (7) ____ of all kids’ b
ivity areas and department store play rooms. It (8) ____ started in 1958 when Lego launched its first
ese have changed over the ages into fantasy figures, space stations and motorized models. The (9) _
 ful blocks has led to theme parks around the world. A Lego spokeswoman, Charlotte Simonsen, said t
was disappointed (10) ____ the judges' decision: "We at Lego are convinced in our (11) ____ that we
ws on trademark legislation,” she said. The new court ruling could (12) ____ the way for more compe
r” between Lego and Mega Brands could see cheaper prices for kids and adults.
orrect words from the table below in the above article.
loser (b) lost (c) losing (d) loses
of (b) from (c) on (d) to
from (b) of (c) on (d) to
battle (b) battling (c) battles (d) battled
unquote (b) uniquely (c) unique (d) unequal
clear (b) clarity (c) clearness (d) clearly
fix (b) fixing (c) fixed (d) fixture
whole (b) all (c) everything (d) complete
populate (b) population (c) popular (d) popularity
of (b) for (c) with (d) from
believers (b) belief (c) believe (d) believes
pave (b) wave (c) cave (d) fave
ING:
ut Lego for 10 minutes. Correct your partner’s paper.
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 WORK
BULARY EXTENSION: Choose several of the words from the text. Use a dictionary or Google’s search
earch engine) to build up more associations / collocations of each word.
NET: Search the Internet and find out more about the history of Lego, its part in our culture, and its p
at you discover with your partner(s) in the next lesson.
YS: Make a poster about your childhood toys. Describe your feelings towards them and how you playe
ow your work to your classmates in the next lesson. Did you all have similar things?
 Write a magazine article about Lego losing its trademark. Include imaginary interviews with the CEO
r child who loves Lego but can’t afford the expensive bricks.
t you wrote to your classmates in the next lesson. Write down any new words and expressions you he
ner(s).
R: Write a letter to Lego spokeswoman Charlotte Simonsen. Ask her three questions about her job at
your three ideas on what Lego should do to make sure it stays an industry leader. Read your letter to
) in your next lesson. Your partner(s) will answer your questions.
Y / JOURNAL: You are a Lego character. Write a diary entry about an average day in your life. Read w
your classmates in the next lesson.

WERS
ALSE:
b. T c. F d. T e. F f. F g. F h. T
M MATCH:
battle a. fight
rival b. competitor
stopped c. prevented
unique d. one-of-a-kind
purpose e. use
permanent f. everlasting
launched g. started
views h. opinions
legislation i. laws
pave the way for j. lead to
MATCH:
t a court battle over a a. trademark
go had a copyright on the b. shape
go argued its iconic bricks were c. unique
ould be d. copyrighted
go's bricks served a clear and useful e. purpose
ildren have been playing with Lego for over f. half a century
ll started in 1958 when Lego launched its first g. red bricks
e at Lego are convinced in h. our belief
 e new court ruling could pave the way for more i. competition
“brick war” between Lego and Mega Brands could see j. cheaper prices
L:
oses trademark battle over bricks
h toy maker Lego has just lost a court battle over a trademark on its bricks. For fifty years, it has enj
from rival toymakers. Lego had a copyright on the shape and design of its small bricks and blocks. T
ompetitors from making the same size and shape blocks. However, rival toy company Mega Brands s
ego’s trademark in 1999. For almost a decade, Mega Brands has battled Lego’s lawyers in the courts.
iconic bricks were unique, and different from others around the world. It said the design and size of
the bricks meant it could be copyrighted. The judges disagreed and decided that the shapes of Lego's
clear and useful purpose and could not be protected. They were too ordinary to deserve a copyright.
have been playing with Lego for over half a century. The bricks are a permanent fixture of all kids’ be
ivity areas and department store play rooms. It all started in 1958 when Lego launched its first red b
ve changed over the ages into fantasy figures, space stations and motorized models. The popularity o
blocks has led to theme parks around the world. A Lego spokeswoman, Charlotte Simonsen, said the
pointed with the judges' decision: "We at Lego are convinced in our belief that we are right in our vie
k legislation,” she said. The new court ruling could pave the way for more competition. A “brick war” b
Mega Brands could see cheaper prices for kids and adults.
GE WORK
2-a 3-b 4-c 5-c 6-b 7-d 8-a 9-b 10 - d 11 - c 1