Lego Group launches trademark and IP protection exhibition in Beijing

Lego Group launched its trademark and intellectual property protection exhibition, "Build It. Protect It.," at Spurs Gallery in Beijing's 798 Art District on Aug. 22. The exhibition will continue until Aug. 30 with the goal of sharing what brand value means, especially in relation to trademarks and protecting creativity.

Robin Smith, vice president and general counsel for China and Asia Pacific at the Lego Group, speaks at the launch of the "Build It. Protect It." exhibition in Beijing, Aug. 22, 2026. [Photo courtesy of Lego Group]

Robin Smith, vice president and general counsel for China and Asia Pacific at the Lego Group spoke at the event, saying "Every Lego brick, every Lego product and every Lego experience represents years of creativity, design, testing and investment." She continued, "the Lego trademark represents the trust that consumers place in our brand and ensures that when they see the Lego logo or any other Lego characteristics, they can be confident that they are choosing a genuine Lego product. This is why protecting our trademark is so important. It is not only about protecting our business interests, but it's also about protecting consumers and preserving the trust."

She clarified that the Lego Group has strengthened intellectual property protection in China over the years, working with authorities and partners to take legal action against infringement. Smith also mentioned that protection, is not just about enforcement — it's also about education and raising awareness.

The "Build It. Protect It." exhibition starts with the classic Lego logo on the bricks and traces the brand's evolution, product innovation and quality assurance. From the patented Lego brick coupling system in 1958 to the expanding product portfolio and the quality and safety standards embedded throughout design and production, the exhibition reveals the brand's near-century of commitment to quality.

Smith explained why they created this unique exhibition. "We wanted to make trademark protection something people could experience rather than simply read about," she said. "By centering the exhibition around one Lego brick, we hope visitors can discover how nearly a century of innovation, ideas and creations are built into a single brick, and why trademarks and intellectual property matter in our everyday lives."

"Build It. Protect It." not only introduces Lego's history but also educates visitors through games and installations on how to identify real Lego bricks and products.

The "Build It. Protect It." exhibition in Beijing runs from Aug. 22 to Aug. 30, 2026. [Photo courtesy of Lego Group]

The exhibition also featured notable legal battles. In the landmark "Lepin" case, nine individuals were sentenced up to six years in prison and fined 90 million yuan in 2020. The reason was they sold over 300 million yuan of replica Lego products that infringed on Lego intellectual property. 

Since 2015, the Lego Group has run public education initiatives to promote trademark and IP protection awareness. Efforts include co-organizing school events to build trademark and IP knowledge, hosting university sharing sessions on cutting-edge IP topics, and using interactive classes and games in local communities to integrate trademark and IP protection education into daily life through play. All of this comes together and helps families better understand trademark protection and IP rights. 

Weaving artist Zhao Zewan poses with her art installation at the "Build It. Protect It." exhibition in Beijing, Aug. 22, 2026. [Photo courtesy of Lego Group]

The exhibition is interesting, it introduces trademark and IP knowledge to families in a fun way, but it also delivers a message beyond the bond of creators and their works. Smith spoke on this saying, "At a broader level, we believe trademark and intellectual property protection is not simply about enforcing rights… it is about creating an environment where innovation can continue to flourish. This is important all over the world, but also here in China, where we see so much innovation happening around us every day."

In addition to the main exhibition there is a dedicated creator area. It features painter and sculptor Zhang Ying, weaving artist Zhao Zewan, scarf artist Ge Hongming and 9-year-old creator Doguhan Kemal Citik. Alongside completed works, sketches, materials and process documentation, it becomes clear how an idea can becomes intellectual property through the evolution of inspiration, experimentation, refinement and then final expression.

Speaking on this, Zhao Zewan said, "When a graphic, a name, or a distinctive artistic language gradually gains recognition through long-term accumulation, they become important intangible assets for creators, representing their work, reputation, aesthetic and public perception. These accumulations also deserve respect and protection." In many ways this is the ethos of the exhibition and summary of Lego's direction in China.