Free toy campaign ends
Lego drawn into newspaper boycott row
The Danish firm said would no longer offer free toys with the paper for the forseeable future.
Lego has not said that the decision was linked to the Stop Funding Hate campaign which objects to the way newspapers such as the Mail, The Sun and The Daily Express have portrayed refugees and immigrants.
It did say it had listened carefully to parents and grandparents.
Companies such as John Lewis, Waitrose and Marks & Spencer have been urged to stop advertising.
A Lego spokesman said: “We don’t comment about dialogues with 3rd parties. But our main purpose is to create Lego experiences for kids.
“The agreement with the Daily Mail has finished and we have no plans to run any promotional activity with the newspaper in the foreseeable future.”
The Mail said: “Our agreement with Lego has ended and we have no plans to run any promotional activity with Lego in the foreseeable future.”
Last week the Mail and Daily Express were targeted for criticising the High Court ruling that Parliament must be given a vote before the government can trigger Article 50 to leave the EU.
The Daily Mail labelled the judges “Enemies of the people”.
BBC Match of of the Day presenter Gary Lineker is also at the centre of speculation over Walkers Crisps’ advertising with The Sun.
The former Leicester, Tottenham and Barcelona star has been the face of Walkers crisps for 21 years was asked whether he would be speaking to Walkers about withdrawing its adverts. He replied: “[I] already have.”
A Walkers spokesperson suggested the company was unlikely to agree to Lineker’s request.
It said: “We have a very successful partnership with Gary Lineker and we will continue to do so. Our advertising approach is not determined by the editorial stances of individual newspapers.’
Lineker recently wrote: “The treatment by some towards these young refugees is hideously racist and utterly heartless. What’s happening to our country?”
The Sun hit back by labelling the former England star a “”jug-eared leftie luvvie” and calling for the BBC to sack him.
He responded by tweeting: “Getting a bit of a spanking today, but things could be worse – Imagine, just for a second, being a refugee having to flee from your home.”