Following the death of George Floyd and the subsequent protests around racial injustice in the U.S., brands have been concerned about whether to continue with their normal marketing.
Lego has chosen to pause all digital and social media marketing, a Lego spokesperson confirmed to Ad Age on Thursday. Lego’s marketing has been on pause since Monday and the company plans to resume activity in a few days.
That news has developed after false reports began circulating online that Lego had asked affiliates to remove police-related sets from online stores, spreading misinformation that Lego was only pausing marketing on police-related sets—and the company is still working to put the record straight.
The confusion began on Twitter on Wednesday when copies of emails sent to affiliate marketers by Rakuten LinkShare (on behalf of the Lego Group) were being shared online. The emails requested that products and features for more than 30 Lego sets and accessories featuring police officers, firefighters, emergency vehicles and stations be removed from affiliate sites. The story was first reported by toy industry trade publication ToyBook on Wednesday.