LEGO have announced that they will no longer be advertising their products in UK newspaper The Daily Mail through the giveaway polybag promotions that have proven extremely popular over the last few years.
The decision follows a public campaign for businesses to stop funding newspapers that promote “hatred, discrimination and demonisation’, the Daily Mail having been at the forefront recently following a personal attack on the judges who upheld a legal challenge against the Brexit vote.
Responding to a tweet from the Stop Funding Hate campaign, the construction toy company said, “We have finished the agreement with The Daily Mail and are not planning any future promotional activity with the newspaper.”
@StopFundingHate We have finished the agreement with The Daily Mail and are not planning any future promotional activity with the newspaper
— LEGO (@LEGO_Group) November 12, 2016
The original tweet from the campaign highlighted an open letter to LEGO regarding their connection to The Daily Mail which has recently gone viral across the net with large numbers or parents and fans of the toy company supporting it.
In the letter, Bob Jones, a parent with a young LEGO fan, explains that despite his son’s love of the toys he cannot condone the connection to the newspaper, saying, “It genuinely bothers me, that a great progressive company like yours supports this “news” paper, helping increase its circulation.”
The announcement today sees LEGO as the first company to publicly sever ties with the newspaper.