Lego have introduced a new “Legos” logo following years of failed attempts to teach all Americans to call Lego “Lego”. Head of Global Communications Mursten Hjernen explains: “The plural for Lego has always been ‘Lego’, which is an irregular plural like ‘sheep’ of ‘fish’”. Despite numerous advertising campaigns and messages placed on the back pages of product catalogues since the 80’s, Lego has found the American toy buying public were incapable of observing this fact. In Europe we will continue to use ‘Lego’ plural”.
