Susan Williams

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Susan Williams was for many years the name under which LEGO communicated with customers in North America. The name was used to sign letters in reply to customer enquiries and, according to Wikipedia, catalogues in the 1970s and 1980s contained a note that read:

The word LEGO® is a brand name and is very special to all of us in the LEGO Group Companies. We would sincerely like your help in keeping it special. Please always refer to our bricks as 'LEGO Bricks or Toys' and not 'LEGOS.' By doing so, you will be helping to protect and preserve a brand of which we are very proud and that stands for quality the world over. Thank you! Susan Williams, Consumer Services.

Although some Adult Fans of LEGO (AFOLs) consider this to be a running joke on the part of the company, the use of pseudonyms in customer service operations may have been a marketing ploy or privacy protection measure.

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