Stop Page 3, the campaign directed at Sun editor Dominic Mohan, has created a ‘Lego’ page 3 model out of protest against the toy brand’s commercial relationship with The Sun newspaper.
Lego’s partnership with The Sun currently involves a promotion in the paper offering parents a free kid’s toy when they redeem a cut-out voucher and take it in store.
In an attempt to highlight Lego’s ‘conflicting values’ by advertising in a ‘family’ newspaper which shows topless women, the campaign’s mock Lego lady has featured a typical Sun-style speech bubble quoting a child psychologist: “Dr Halm Gilnott says: ‘Children are like wet cement. Whatever falls on them leaves an impression.’”
A spokesman for Lego said it has no plans to pull the promotion and that the company was happy with its commercial partnership with The Sun: "LEGO's relationship with News International, [the parent company of The Sun] is a confidential business agreement.
“Through our partnership with The Sun, our intention is to provide millions of free LEGO play experiences to children."
The Stop Page 3 campaign has thus far has received over 51,000 supporters, including Alastair Campbell, Jennifer Saunders and Rebecca Front.