LEGO asks retailers to pause marketing of police sets in the midst of protests

LEGO is joining NIKE (see their anti-racism ad here) and other brands in the fight against racism. the danish toy maker has taken steps to support the black lives matter movement by asking its affiliates to pause the marketing of kits involving police, including the donut shop and the white house. following the marketing initiative, they pledged to donate $4 million dollars to combat racism.

all images courtesy of LEGO

the news came after the toy book published a copy of an email sent to affiliate marketers by the LEGO group requesting the removal of marketing some products. the list featured more than 30 LEGO products including building sets, mini figures, and accessories featuring police officers, firefighters, criminals, emergency vehicles, buildings, and even a donut shop. the initiative was inline with blackout tuesday. the mentioned products are still available for sale on the company’s website and at the open LEGO stores.

‘we requested that our affiliate partners refrain from posting promotional LEGO content as part of our decision to respect #BlackOutTuesday and pause posting content on our social media channels in response to the tragic events in the US,’ a LEGO group spokesperson told the toy book. ‘we regret any misunderstanding and will ensure that we are clearer about our intentions in the future.’

project info:

name: LEGO pauses marketing of police sets

company: LEGO