The top-level domain “.LEGO” is a specially reserved domain extension for the LEGO Group and its associated entities. A top-level domain (TLD) is the part of the domain name that immediately follows the last dot, such as .com, .org, or in this case, .LEGO. The “.LEGO” TLD is a sponsored TLD (sTLD) which means it is reserved and managed by a specific company or organization and its use is limited to entities that have a relevant relationship with that organization.
In this instance, according to ICANN’s official TLD application details, the LEGO Juris A/S company, which is the parent organization of the LEGO Group, applied for the “.LEGO” domain in 2012, as part of the expansion of the generic TLD (gTLD) environment. The specifics of its use are governed by the LEGO Group, and it won’t be freely available for registration like some other gTLDs (e.g., .com, .net).
The intention of this specific TLD, as stated in the public portion of the application to ICANN (the Internet Corporation for Assigned Names and Numbers), was to safeguard the LEGO brand on the internet, prevent cybersquatting, provide a platform for LEGO, and offer a professional online presence reflective of the quality and control commensurate with a widely recognized global brand. It means that you’re only likely to see this TLD attached to websites and online resources that are officially associated with the LEGO group or its subsidiaries.
Operating a sponsored TLD like “.LEGO” also provides the LEGO group with complete control over its online environment, maximising its ability to ensure the authenticity, integrity, and reliability of its digital presence. This includes authority over second level domain names, that are the names that come immediately before the TLD (just like ‘google’ in ‘google.com’).
In practice, you might see domains such as ‘products.LEGO’, ‘community.LEGO’ or ‘careers.LEGO’ used for various official LEGO sites, which would offer a recognizable, trusted avenue for consumers to engage with different parts of the LEGO entity online.
Victims of potentially infringing domain names can file a Uniform Domain Name Dispute Resolution Policy (UDRP) complaint with the World Intellectual Property Organization (WIPO). This would enable LEGO Juris A/S to take control of any infringing domains, further ensuring their brand is protected from impersonators or cybersquatters.
Ref:
1. ICANN’s TLD Application Details: “https://gtldresult.icann.org/applicationstatus/applicationdetails/1114“
2. LEGO Group Official Website: www.LEGO.com
3. WIPO’s UDRP: “https://www.wipo.int/amc/en/domains/guide/”
