Lego ends two-year partnership with the Sun following anti-Page 3 campaigns

Lego has announced the end of its two-year promotional partnership with the Sun newspaper, claiming it has come to a “natural end”.

It was forced to deny reports that the break up was due to an online petition against the kids’ toy company advertising with the newspaper while it still printed semi-nude girls on Page 3.

However, a senior Lego executive had previously acknowledged concerns about its association with Page 3 in an email to campaigners.

Fiona Wright, Lego's vice president and general manager in the UK and Ireland, told one anti-Page 3 supporter: "The recent promotion in the Sun was part of a two-year agreement which started in 2011 as part of our marketing strategy. This is our final promotion with the Sun."

She said the Sun had given more families the opportunity to experience Lego, but added: "I would like to emphasise, though, that we listen carefully every time a consumer shares a concern and thank you for bringing to our attention that this partnership has been something a lot of people were concerned about."

The final Lego promotion ran in Saturday's Sun, with one planned for the Irish edition of the title later this week.