Nov 15, 2016
Lego split with Daily Mail puts pressure on others
John Lewis, the Co-operative Group and Walkers are under increased pressure to stop advertising with certain UK newspapers, after Danish toymaker Lego said over the weekend it had ended its relationship with the Daily Mail. Lego posted a message on Twitter on Saturday confirming its agreement with the Mail had finished and that it was "Not planning any future promotional activity with the newspaper". "The main purpose for us as a company is to develop amazing, creative Lego play experiences to children all over the world," Lego said. A spokesperson for the group said on Sunday that following Lego's termination of its relationship with the Mail, it was urging campaigners to put pressure on the department store John Lewis, which includes the Waitrose grocery brand, and the Co-op, which has a large portfolio of businesses including supermarkets and funeral parlours. One source at the Mail's parent company, Daily Mail and General Trust, said there were concerns that more advertisers would now follow Lego's lead. The Daily Mail said: "Our agreement with Lego has ended and we have no plans to run any promotional activity with Lego in the foreseeable future."
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