This is why Lego will stop giving away free toys with the Daily Mail

This is why Lego will stop giving away free toys with the Daily Mail

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Image: Daily mail
2016%2f06%2f29%2f5a%2fphoto.9a556By Gianluca Mezzofiore2016-11-14 11:11:30 UTC

Lego has announced it will not run any more promotional giveaways with the Daily Mail because of the paper's "divisive hate campaigns."

In response to a tweet from the Stop Funding Hate campaign, Lego 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 Danish toymaker has been regularly given away free toys via the paper for years.

The move comes after parents raised concerns that Lego's ties with the newspaper could damage its brand.

Bob Jones, a British parent, wrote an open letter to Lego on Facebook last week saying the paper's headlines "create distrust of foreigners" and "blame immigrants for everything.

"Your links to the Daily Mail are wrong. And a company like yours shouldn't be supporting them," he said.

Lego responded to Jones and the campaign group confirming its promotional agreement with the Mail had ended.

“The main purpose for us as a company is to develop amazing, creative Lego play experiences to children all over the world,” Lego said, according to FT. “In order to do that successfully, we spend a lot of time listening to what children have to say.

"And when parents and grandparents take the time to let us know how they feel, we always listen just as carefully.”

The Mail confirmed the end of the agreement: "Our agreement with Lego has ended and we have no plans to run any promotional activity with Lego in the foreseeable future."

The newspaper has faced criticism over headlines like this one

The newspaper has faced criticism over headlines like this one

Image: Daily mail

For months, Stop Funding Hate has been lobbying several firms to stop advertising with the Daily Mail, The Sun and Daily Express who have been accused of "portraying migrants in overwhelmingly negative terms".

The newspapers also faced criticism for their headlines about Brexit, most recently when reporting on the High Court ruling that parliament must be given a vote before the UK government can trigger Article 50 of the Lisbon Treaty — which formally starts the process of pulling the UK out of the EU.

According to FT, John Lewis, the Co-operative Group and Walkers are under increased pressure to stop advertising with these papers.

Topics: Daily Mail, Lego, World

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