The Lego Group's motto is which means roughly "only the best is the best" (more literally "the best is never too good"). This motto, which is still used today, was created by Ole Kirk to encourage his employees never to skimp on quality, a value he believed in strongly. By 1951 plastic toys accounted for half of the Lego Company's output, even though the Danish trade magazine ("Toy-Times"), visiting the Lego factory in Billund in the early 1950s, felt that plastic would never be able to replace traditional wooden toys. Although a common sentiment, Lego toys seem to have become a significant exception to the dislike of plastic in children's toys, due in part to the high standards set by Ole Kirk.
The definitive shape of the Lego bricks, with the inner tubes, was patented by the Lego Group in 1958. 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 in Beijing for over its "Coko bricks" product. CoCo was ordered to cease manufacture of the products, publish a formal apology and pay damages. Lego sued the English company in German courts in 2004 and 2009; however, the denied Lego trademark protection for the shape of its bricks for the latter case. In 2005, the Lego Company sued Canadian company for trademark violation, but the . In 2010, the ruled that the eight-peg design of the original Lego brick "merely performs a technical function [and] cannot be registered as a trademark."