Lego Has 'No Plans' for More Promo Deals With Daily Mail After Complaint

A parent complained about the Daily Mail's “unashamed discrimination.”

ByABC News
November 12, 2016, 1:02 PM
Lego bricks are pictured in this Nov. 5, 2015 file photo.
Lego bricks are pictured in this Nov. 5, 2015 file photo.
Martin Lehmann/AP Photo

— -- Lego announced today it will no longer run toy giveaways with The Daily Mail after a parent complained about the British tabloid’s “unashamed discrimination.”

Bob Jones in London wrote on the Danish toy company’s Facebook wall last week expressing concerns about Lego’s links to The Daily Mail because of the newspaper’s headlines, which he said “create distrust of foreigners, blame immigrants for everything and as of yesterday are now having a go at top judges in the U.K. for being gay while making a legal judgment.”

He said he had often purchased copies of The Daily Mail just to get the Lego giveaways for his 6-year-old son, who loves playing with the toy building bricks. But because of headlines and stories that he said “have gone beyond offering a right-wing opinion,” Jones said he could no longer buy the conservative paper.

“It genuinely bothers me that a great progressive company like yours supports this ‘news’ paper, helping increase its circulation,” he wrote in the Nov. 4 post, which has been shared thousands of times. “Your links to The Daily Mail are wrong. And a company like yours shouldn’t be supporting them.”

By Saturday, Lego responded to Jones’ post saying, “Our agreement with The Daily Mail has finished, and we have no plans to run any promotional activity with the newspaper in the foreseeable future.”

In addition to confirming the company’s response, Lego spokeswoman Kathrine Bisgaard Vase told ABC News, “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.”

When asked for comment for this story, a representative for The Daily Mail told ABC News, “Our agreement with Lego has finished, and we have no plans around any promotional activity with Lego in the foreseeable future.”