A victim of the recession who set up his own company called “It’s Not Lego” has been forced to ditch the name or face legal action by the multinational toy company.

Roger Saxton, from Saltaire, launched a consultancy to help householders managing building work on their homes after losing his job as a project manager for West Yorkshire-based construction giant Caddick.

It was named after the light-hearted advice he gives to homeowners attempting to over-simplify difficult building projects – “It’s not Lego, you know!”

Mr Saxton set up the website, itsnotLEGO.com, but had to remove it three weeks later after Lego threatened legal action for trademark infringement.

“It was quite annoying,” said the 42-year-old, of Fanny Street. “It seemed like a great name for the new consultancy.

“I had done a bit of research and spoken to people who said it was a really good name.

“But Lego contacted the web host company I was using and said ‘take this off’. They gave me 24 hours.”