When Zuru’s negotiations with Lego came to naught over description on packaging for its ‘Max Build’ toy bricks as being Lego-compatible, Zuru went to court, getting a Court of Appeal ruling that there was no misuse of Lego’s trade mark.
Trademark lawyers will be parsing the court’s legalese for hints on where comparative advertising is heading.
The court was told Lego pounced on New Zealand based Zuru in 2019 when it first marketed its toy bricks as being compatible with Lego’s well-known product.
Zuru then changed its packaging to state its product was compatible with major bands.
Ongoing negotiations with Lego over what might be acceptable wording on Zuru’s Max Build packaging came to nothing.
Zuru took its commercial problem to the courts, seeking a ruling on whether its proposed packaging breached the Trade Marks Act or the Fair Trading Act.
After losing in the High Court, Zuru won round two in the Court of Appeal.
Two of the three Court of Appeal judges ruled Zuru’s descriptive wording on Max Build packaging stating its product was ‘Lego Brick Compatible’ did not amount to use of the word Lego as a trademark. End of story.
In lonely isolation on the Court of Appeal bench, Justice Cooke decided otherwise; ruling Zuru is using the Lego trademark to associate Lego with its Zuru product.
Trade Marks Act permits use of a rival trademark in comparative advertising if it is ‘honest use.’
There was honest use by Zuru, Justice Cooke ruled.
There was no attempt to co-opt business goodwill attached to the Lego brand.
Statements on Max Build packaging were factually true. Zuru’s product is functionally equivalent to Lego’s product. The comparison is fair. Zuru’s product is a substitute.
All three judges agreed Zuru’s packaging did not breach the Fair Trading Act.
Quoting comments in a comparable English case, the court said ‘a touch of reality is needed here, consumers are not stupid.’
Customers are brand aware. They are not easily fooled and would not reasonably think that Zuru’s toy bricks are made by or associated with Lego, the court said.
Zuru New Zealand Ltd v. Lego Holding A/S – Court of Appeal (10.12.25)
26.046