The LEGO® Store Fifth Avenue

Lego Wants Nothing to Do With the Upcoming Lego Pop-Up Bar | Eater Montreal

"Announced as a pop-up constructed from over a million Lego bricks and slated for Montreal and other cities (including New York, LA, and London), the bar was originally called Legobar but has since rebranded as “Thebrickbars” to remove any reference to Lego; its website included a disclaimer that it is not associated with Lego® and now refers to the plastic pieces only as “building blocks.” The concept is clearly adult-oriented — it will serve alcohol, feature DJs, and be intended for those of legal drinking age — and Lego has publicly distanced itself, stressing that as a manufacturer of children’s toys it does not partner with food-and-beverage operators and is not interested in being linked to an event where intoxicated adults might play with many choking hazards. Despite the name change, it appears the bar will still be built from Lego bricks, and the organizers seem to have followed the same cautious route used by other pop-ups to avoid invoking the toy company’s trademark." - Tim Forster