> I guess it's all about having valuable brand

Yet still people call it Legos :(

Haha. Yes, a quick lesson for those stateside:

Lego is the brand. One of the bricks is called a 'lego brick'. A collection of bricks is called 'lego bricks'. But there is no such thing as 'Legos'.

That's not how English vernacular works, sorry. LEGO is welcome to market its brand as an adjective, and English speakers are welcome to call them Legos, as every Lego-loving child and adult I've ever known personally does.

Normally I would agree with you; Language is open-source, people can adapt it as they like as long as they are commonly understood by those around them.

But not in this case. Definitely not 'legos'. Never ; )