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Daily Mail Lego Marketing

Lego lets go of Daily Mail toy freebies amid consumer pressure


By John McCarthy, Opinion editor

November 12, 2016 | 3 min read

Toy company Lego has responded to public pressure to break ties with UK tabloid the Daily Mail.



With the newspaper, Lego intermittently held free toy give away promotions, providing additional incentive for consumers to purchase the print copy of the publication, for a number of years.

Now however Lego has announced that it will hold no further promotions.

The announcement comes after a Facebook user's request for the Danish toy firm to drop its association with the newspaper was widely shared in response to the newspaper's infamous 'Enemy of the People' splash attacking UK judges obstructing the UK government's Brexit efforts.

The Daily Mail issued a statement to The Drum: “Our agreement with Lego has finished and we have no plans around any promotional activity with Lego in the foreseeable future.”

Lego's corporate associations have come under pressure before - it's Shell toy collection was protested by environmentalists unhappy with the brand's partnership with the energy company.

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