Finnish company Leggo rebrands to Vainio after demand from Danish toy giant Lego

A Finnish company named Leggo has changed its name to Vainio following a demand from the Danish toy giant Lego. The company, which specializes in children’s clothing and is based in Pyhtää in the Kymenlaakso region, was contacted by Lego’s CEO Otto Vainio in July. This was followed by a letter from Lego’s lawyer requesting the name change due to similarities that could cause customer confusion.

Vainio explained that Lego’s primary concern was that the similar names could lead to misleading associations, especially given that Lego has its own clothing line. Despite the name similarity, Vainio had anticipated that Lego would not view them as a threat to their business.

The name change was seen as the simplest solution. Lego did not demand financial compensation or threaten legal action, yet Vainio was aware that the toy company could take the matter to court if necessary. Vainio sought legal advice from the Finnish Entrepreneurs’ Association, which suggested contesting Lego’s demand by highlighting the companies’ different industries and visual branding.

Ultimately, Vainio decided the name change was less burdensome than a potentially lengthy legal battle that could incur costs in the tens of thousands of euros. Leggo officially became Vainio Clothing at the beginning of October, requiring a complete rebranding, including updates to registration, graphics, and marketing, which amounted to thousands of euros in expenses.

Following the announcement of the name change, Vainio reported receiving numerous inquiries and supportive messages from customers.