Lego has decided to pull all ads for police-related toys amid the death of George Floyd and the nationwide protests over racial injustice, police brutality and systemic racism.

What happened:

Lego has sent a message to marketers to remove building sets, mini-figures and accessories from sites and marketing as soon as possible, according to The Toybook, an industry trade magazine.

The sets include police stations, fire stations, command centers, police cars, handcuffs, badges and a donut shop (which comes with police figures).

The full list of figures can be viewed below:

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Lego sent a statement to Entertainment Weekly that confirmed sellers were told to halt marketing on specific toys. The toys are still being sold, though.

“There is no place for racism in our society. We stand with the black community against racism and inequality. Our mission is to inspire and develop the builders of tomorrow, and that includes inspiring them to be tolerant, inclusive and kind. There is more to do and as one small step, we are donating $4 million to organizations in the U.S. dedicated to organizations that support black children and others that educate all children about tolerance and racial equality.

“We would like to clarify that we have not removed any sets from sale. The misunderstanding is the result of an email that was sent on our behalf to members of our affiliate marketing program. The intent of the email was to ask that they pause promoting and marketing a selection of LEGO products on their sites. We paused all marketing across our own social channels earlier this week in response to the tragic events in the U.S.

“We regret any misunderstanding and will be clearer about our intentions in the future.”

How Lego responded:

  • On Wednesday, Lego released a statement that said the company pledged to donate $4 million:
  • “We stand with the black community against racism and inequality. There is much to do. We will donate $4 million to organizations dedicated to supporting black children and educating all children about racial equality.”
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