On this page (#18), the writer says, rather authoritatively, that “LEGOs” (plural of LEGO) is wrong because “LEGO” is a company name (a proper noun). I disagree. Firstly, there is no grammatical rule that says a proper noun cannot be used to refer to a countable object. “Mac” is a proper noun. It’s a name of a product but it is also used to refer to the individual Macintosh machines, i.e., “Macs”. Think of car companies, like Honda, BMW, and Porsche. When we refer to their cars, we say, “Hondas”, “BMWs”, and “Porsches”. BMW’s own site uses the plural form: “Today’s BMWs are equipped with...” And, Porsche’s own site says, “Barely any two Porsches are identical.”

So, I would say “LEGOs” is perfectly fine if you are referring to the pieces of LEGO. It is, however, wrong to say “LEGOs”, if you are referring to the brand/company.

And, this should be a separate issue from how the company officially uses the term for their marketing and communication. They could have their own policies but that does not make “LEGOs” grammatically incorrect. The correct use of a word is not determined by the person who coined it.

What do you think?