Crossword Genius

Toy brand documented on the website Brickipedia (4)

Ross

I believe the answer is:

lego

(Other definitions for lego that I've seen before include "Toy building blocks" , "Toy building bricks" , "Building bricks for children" , "Building block toy" , "Toy building-bricks" .)

I've seen this clue in The New York Times.
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