Lego this week shut down promotional campaigns and marketing for its toy sets that include police officers, firefighters, criminals and even the White House as protests over the killing of George Floyd grip the US.
The Danish toy brick maker instructed Rakuten Linkshare, which handles its marketing, to remove the product listings “ASAP” in “light of recent events,” according to a company email.
Affected sets included “Burger Bar Fire Rescue,” “Police Helicopter Chase” as well as “Police Monster Truck Heist.” The $100 White House set was also included in Lego’s decree.
In an email to The Toy Book, which first reported on the company’s plan, Lego said its request was part of its “decision to respect #BlackOutTuesday and pause posting content on our social media channels in response to the tragic events in the US.”
The move preceded a Wednesday tweet where the company pledged to donate $4 million to “organizations dedicated to supporting black children and educating all children about racial equality.”
“We stand with the black community against racism and inequality,” the tweet read. “There is much to do.”