.@LEGO_Group: Stop partnerships with the Sun until they drop topless models on Page 3
  • Petitioned Lego Media Office

This petition was delivered to:

Lego Media Office
PR and Promotions Manager
Emma Owen

.@LEGO_Group: Stop partnerships with the Sun until they drop topless models on Page 3

    1. Steve Grout
    2. Petition by

      Steve Grout

      Welwyn Garden City, United Kingdom

  1.  
  2.   
March 2013

Victory

After two weeks of intense pressure on Lego they emailed a supporter confirming that this would be the last promotion with the Sun. Thanks to everyone who signed. Here's how the Guardian reported it: http://www.guardian.co.uk/media/2013/mar/06/anti-page-3-victory-lego-sun

I love Lego. I grew up with it. When I became a dad one of the things I was looking forward to was sitting down with my kids and building Lego models with them. Lego is a truly educational toy, great for boys and girls and is a brand that has become synonymous with integrity and positive values - one of the few simple joys left for children.

So I was appalled to find out that Lego is promoting this product aimed at children just millimeters away from an image that is famous for being one of the most sexist institutions of our time - Page 3 of the Sun Newspaper. That’s why I'm asking Lego to stop partnering with the Sun until the newspaper drops the topless images on Page 3

My boys are seven and nine. They are like information sponges - absorbing what they see. When they see things they don't understand they ask about it. How on earth do you explain that Page 3 is a sexist image to kids of that age? And why should I have to? Lego talks about its positive impact on children's development and learning. In a section on its website called ‘Caring’ it says:

“Caring is about the desire to make a positive difference in the lives of children, for our partners, colleagues and the world we find ourselves in, and considering their perspective in everything we do.”

I think that Lego should look at their partnership from a child’s perspective - and the impact that seeing these images has on how young people grow up thinking about women is huge and very important. It's great that Lego  partners with the media to make these fantastic toys available to as many people as possible - but please stop partnering with The Sun until they've dropped Page 3.

To:
Lego Media Office
Emma Owen, PR and Promotions Manager
Stop partnerships with the Sun until they drop topless models on Page 3

Sincerely,
[Your name]

Recent signatures

    News

    1. Lego UK contact

      Steve Grout
      Petition Organizer

      Have you seen this from Lego UK?
      http://aboutus.lego.com/en-gb/LEGO_Group_commentary_Sun_promotion

      They just don't get it do they. So I have asked Lego HQ in Bilund Denmark to see if they can grasp why toys and the Sun do not go together. They might have a better 'moral compass'.

      You may wish to comment, media@lego.com should do it. Do not bother emailing the Lego email address on the UK website.

    2. Reached 10,000 signatures

    Supporters

    Reasons for signing

    • Mark Tennant CHESTERFIELD, UNITED KINGDOM
      • over 1 year ago

      I have a young family, I would rather they not associate Lego with nudity.

      REPORT THIS COMMENT:
    • Patricia Higgins SALE, UNITED KINGDOM
      • over 1 year ago

      It's important to give the right message to children growing up. For boys that they don't see women portrayed in this way in the media and for girls that they don't have to gain men's approval by looking a certain way.

      REPORT THIS COMMENT:
    • Heidi Gains WELLINGTON, UNITED KINGDOM
      • over 1 year ago

      It's about time this sexist rubbish was removed from national newspapers

      REPORT THIS COMMENT:
    • Jessica Sage TOTNES, UNITED KINGDOM
      • over 1 year ago

      topless modelling is very backward and not good images to for children or womens self esteem, or mens view of women.

      REPORT THIS COMMENT:
    • Marie Mulley LONDON, UNITED KINGDOM
      • over 1 year ago

      sexism

      REPORT THIS COMMENT:

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