They try to pretend it's a threat to their bottom line, the way game companies do, to hype a non-issue. Lego tells countries some bullshit about "well these brands that aren't ours could hurt someone and we'd be blamed", a line they used for all competing brands wherever they can. Takara threatens Japanese retailers, but Japanese copyright law is in the dark ages and companies basically make the laws. In the US we see little to combat it- they sued to be forbidden on eBay but no longer, and so many online retailers that carry them also carry the official stuff, and what's Hasbro gonna do, cut their revenue stream down by not letting those stores sell their stuff?
They banded together and tried to push things like SOPA and TPP instead as a general blanket law to make it criminally illegal to do anything that doesn't benefit big companies. That's how they really tried to "fight" it.
