Fantasy toys spark legal game between Maori group and Lego

By ANGELA GREGORY and NZPA

Maori groups are seeking an urgent response from Lego following accusations that the Danish toymaker is indulging in "cultural and linguistic piracy" by attempting to patent aspects of Maori culture for a new game.

Wellington lawyer Maui Solomon has written to Lego on behalf of Treaty of Waitangi Y262 claimants over its "Bionicle Toys" which are being promoted with an internet fantasy game.

Set on a tropical island called Mata Nui (open to the sun) the new Lego product uses Maori names like Whenua, Onewa, Pohatu, Tohunga and Kanohi for characters and models.

The lawyer's letter calls for sales of Bionicle, which is now selling in Europe and due out soon in the United States, to be suspended. It gives Lego 10 days to answer accusations that it has sought to patent words and concepts taken from Polynesian culture.

A spokeswoman for the claimants, Dell Wihongi, said they wanted the distribution of the toy stopped to protect the wairua (spirit) of Maoridom.

Mr Solomon is overseas but another lawyer involved in the case, Leo Watson, said they wanted a quick response from Lego.

He said existing laws to protect collective intellectual property were inadequate, and the claimants wanted to explain to Lego that it must understand and respect the underlying tikanga of Maori.

In Copenhagen a Lego spokeswoman, Eva Lykkegaard, said the company had not tried to interfere with the cultural heritage of Polynesian peoples.

She said that Lego had drawn partly on Polynesian culture for inspiration in its new product, but stressed that only the name Bionicle, a combination of "biology" and "chronicle," had been registered as a trademark.

She also downplayed Lego concerns about litigation over the matter, saying "this affair is not a legal issue but a sentimental one."