Many companies and organizations have stepped forward during the most recent Black Lives Matters movements, most of which picked up steam following the death of George Floyd. Admirably, Lego is now one of those companies to step forward during the Black Lives Matter movement. They decided to support protesters and all those fighting for the Black Lives Matter campaign, as it was announced that Lego donated $4 million to “organizations dedicated to supporting black children and educating all children about racial equality.”
In fact, Lego also went a step further and said not only had they donated to help black children and teach all children about racial equality, but they supported the protesters by saying they were going to remove marketing for any of their police-related figures or sets. According to an email sent by Lego to their affiliate marketers that was acquired by Toy Book, they requested removal of “more than 30 LEGO building sets, Minifigures, and accessories that include representation of police officers, firefighters, criminals, emergency vehicles, and buildings.”
In an effort to remove confusion, they reiterated that the items will still be for sale – they’re simply not going to be advertised in an effort to respect the ongoing Black Lives Matter protests as well as the recent #BlackoutTuesday.
As stated by Lego via Twitter:
“We’ve seen incorrect reports saying we’ve removed some LEGO sets from sale. To be clear, that is not the case and reports otherwise are false. Our intention was to temporarily pause digital advertising in response to events in the US. We hope this clears things up.”
It’s a pretty massive, and for that matter, unexpected stand, and it is one that has to be appreciated in these dark times. Hopefully we will continue to see support like this during these Black Lives Matters campaigns, especially from influential companies like Lego that take up such a huge part of not just the market place but the lives of young children.