The definitive shape of the Lego bricks, with the inner tubes, was patented by the Lego Group in 1958.[15][56] Several competitors have attempted to take advantage of Lego's popularity by producing blocks of similar dimensions, and advertising them as being compatible with Lego bricks. In 2002, Lego sued the CoCo Toy Company in Beijing for copyright infringement over its "Coko bricks" product. CoCo was ordered to cease manufacture of the products, publish a formal apology and pay damages.[57] Lego sued the English company Best-Lock Construction Toys in German courts in 2004[58] and 2009;[59] the Federal Patent Court of Germany denied Lego trademark protection for the shape of its bricks for the latter case.[60] In 2005, the Lego Company sued Canadian company Mega Bloks for trademark violation, but the Supreme Court of Canada upheld Mega Bloks' rights to sell their product.[61] In 2010, the European Court of Justice ruled that the eight-peg design of the original Lego brick "merely performs a technical function [and] cannot be registered as a trademark."[62]
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Since around 2000, the Lego Group has been promoting "Lego Serious Play", a form of business consultancy fostering creative thinking, in which team members build metaphors of their organizational identities and experiences using Lego bricks. Participants work through imaginary scenarios using visual three-dimensional Lego constructions, imaginatively exploring possibilities in a serious form of play.[73]
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