LEGO ends ad deal with the Daily Mail

LEGO has ended its promotional adverts with the Daily Mail following a campaign to stop companies advertising with some newspapers who portray immigrants in a negative light.

The toy firm previously gave toys away with the newspaper on a regular basis, but revealed via Twitter that it is ‘not planning any future promotional activity with the newspaper’.

The campaign group Stop Funding Hate, which formed back in the summer, has criticised national newspapers for generating hatred for migrants before and after the EU referendum.

Since it formed, the group has asked the likes of Waitrose, John Lewis and Marks & Spencer to stop advertising with the Daily Mail, Daily Express and The Sun.

LEGO did not reveal why the advertising slots have ended, but said that it had listened to grandparents and parents.

The Daily Mail said in a written article: “LEGO said it has "no plans" for future free giveaways in The Daily Mail following a campaign calling on advertisers to boycott newspapers that promoted "demonisation and division" during the Brexit debate.”

This news comes after the Daily Mail and Daily Express faced criticism over their headlines reporting on the High Court ruling that Parliament should be given a vote before the government can launch Article 50.

The Daily Mail labelled the judges ‘Enemies of the people’, while the Daily Express stated it was ‘the day that democracy died’.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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