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Lego ends partnership with controversial British tabloid after one man’s protest

Everything is awesome now.


Josh Katzowitz

Internet Culture

Published Nov 12, 2016   Updated May 25, 2021, 2:38 pm CDT

The Daily Mail newspaper is a conservative British tabloid that has come under fire in recent years for its homophobia, for its apparent interest in paying hackers to provide click-worthy videos, and for what critics say is its thinly-disguised racism. Some critics, in fact, have said it’s not just your run-of-the-mill tabloid newspaper, but that it’s actually evil, despicable, and dangerous.

So, when a video editor named Bob Jones noticed that his son’s favorite toy maker, Lego, had an agreement with the Daily Mail that would provide free giveaways of the toys, he was disturbed enough to write Lego a letter on Facebook saying he was disappointed with its newspaper partnership.

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Lego’s initial response left him uninspired:

Hi Bob! At the LEGO® Group, we are dedicated to delivering creative LEGO® play experiences to children all over the world, since children are our most important concern. In order to provide hands-on LEGO play experiences and reach even more children, we use a variety of channels, one of which is partnerships, e.g. with media.

We continuingly evaluate and develop our partnerships and approach to those, in order to ensure that we are present on the best possible platforms for reaching children and parents, and that we provide a seamless, high-quality brand experience through all the channels on which we are present.

Jones wrote that he was disappointed with that statement. But the news Jones received Saturday morning must have pleased him immensely. Lego announced it’s no longer going to be working with the Daily Mail.

Clearly for Jones and for everybody who agrees with him, Lego’s announcement means just one thing: Everything is awesome.

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*First Published: Nov 12, 2016, 11:48 am CST