LEGO has sent a clear warning to Countdown to ensure its brand is not used to promote the supermarket chain's recent brick collectables campaign.
Earlier this month, the chain launched "Countdown Bricks" which are best described as LEGO-like collectables shoppers can use to build their own eco-friendly supermarket, complete with aisles of groceries, supermarket staff, solar panels and produce.
It appears that has drawn the ire of the Danish toy production company, which reached out to Woolworths Australia - Countdown's owners - late last week.