LEGO City Police Brick Box | Source: The LEGO Group
Originally published on June 2, 2020. Updated with clarification statement from LEGO June 3, 3:45 p.m. Last updated June 4, 12:13 p.m.
The tragic death of George Floyd while being restrained by police in Minneapolis sparked major protests all over the country, and today we’re seeing the first impact in the toy department.
The Toy Book has received a copy of an email sent to affiliate marketers by Rakuten Linkshare on behalf of the LEGO Group. The email requests removal of product listings and features for more than 30 LEGO building sets, Minifigures, and accessories that include representation of police officers, firefighters, criminals, emergency vehicles, and buildings. Sets include the LEGO City Police Station, Fire Station, Police Dog Unit, Patrol Car, Fire Plane, Mobile Command Center, Police Highway Arrest, and many more. Even the LEGO City Donut Shop Opening set — which includes Police Officer “Duke DeTain” and “Crook” Minifigures — roleplay items including a Police Handcuffs & Badge Set, and the adult builder LEGO Creator version of The White House made the removal list.
At press time these sets are still showing up on the LEGO website and many are still in stock and for sale. We have reached out to the LEGO Group for comment and will update this story accordingly.
UPDATE: A spokesperson for the LEGO Group responded to our request for comment with the following statement:
“We requested that our affiliate partners refrain from posting promotional LEGO content as part of our decision to respect #BlackOutTuesday and pause posting content on our social media channels in response to the tragic events in the US. We regret any misunderstanding and will ensure that we are clearer about our intentions in the future.”
LEGO Product Removals | Source: The Toy Book
Confusion Among Affiliates, LEGO Fans
Throughout the day numerous LEGO-related fansites received the email prompting confused social chatter as to what sort of statement was being made and who called for the email to be sent out. Several recipients of the email took to twitter with questions about the unclear messaging.
Hey @LEGO_Group can you elaborate? Is it #BlackOutTuesday ? We all firmly believe #BlackLivesMattter . For decades #LEGO police & fire rescue have been the very best example how to protect and rescue fellow minifigs and kids playing. What kind of message are you making here?? pic.twitter.com/ZoLg2HlJTj
— Brick Loft (@BrickLoftOrg) June 2, 2020
LEGO is the ideal world. That world will be crushed once a kid uses the minifigures and re-enacts what they are seeing on TV. It’s a sad world. https://t.co/AocXYk7aAq
— Matt's Brick Gallery (@mbrickgallery) June 2, 2020
LEGO sent an email asking that police/fire/whitehouse (and donut shop) sets no longer be marketed effective immediately. pic.twitter.com/ydFE7dGTGA
— Anti-Fascist Kingdom (@stitchkingdom) June 2, 2020
Got an email earlier from @Rakuten telling us to remove any ad links for @LEGO_Group products including a police theme.
The products are still for sale, they just don't want them advertised.
Challenging times. pic.twitter.com/sxdjyUXZmJ
— Michael P Clark (@firstmentormike) June 3, 2020
Just had an affiliate email asking for certain LEGO sets not to be advertised. They all seem to be related to emergency services – anyone have any idea what's happening?
— SilentMode (@silentmodetv) June 2, 2020
LEGO Pledges Support to the Black Community
LEGO published a message on its social platforms at 12:24 p.m. ET on June 3. LEGO says that it “will donate $4 million to organizations dedicated to supporting black children and educating all children about racial equality.”
— LEGO (@LEGO_Group) June 3, 2020
Looting at the LEGO Store in NYC
Video inside the LEGO Store in New York City's Flatiron District shows broken glass and empty shelves after looting on Monday night.(via Steven Fabian)
Posted by Beyond the Brick on Wednesday, June 3, 2020
The LEGO Store on Fifth Ave. in the Flatiron District of New York City was looted on June 1 alongside many other businesses as rioters put a damper on the peaceful protests taking place elsewhere in the city and around the world. Photographs of the destruction have since surfaced on Instagram showing that the popular store was stripped back to the bare shelves and a few permanent display pieces. A video published to Facebook by Beyond the Brick shows the aftermath and board-up process taking place.
Looking Ahead
We’ve seen incorrect reports saying we’ve removed some LEGO sets from sale. To be clear, that is not the case and reports otherwise are false. Our intention was to temporarily pause digital advertising in response to events in the US. We hope this clears things up. ♥️
— LEGO (@LEGO_Group) June 4, 2020
The LEGO City theme has traditionally been one of LEGO’s bestselling categories, and it’s long-been anchored by law enforcement. Additionally, police have been at the center of LEGO storytelling beyond toys and across games and animation for years.
There are no plans to discontinue these sets or to pull any product from shelves despite affiliates being asked not to actively market them. The company took to social networks to post an additional statement of clarification for consumers.
If it is true that Lego is removing any police items from their inventory,
I will no longer purchase anything from them.
The murder of George Floyd was an outrage.
It should not have happened.
Why aren’t people speaking out about the senseless looting and violence?
George Floyd’s family did.
Most police officers are just trying to do their jobs, with very little respect.
They need our support more than ever
I have buying Legos for my son and other children for 30 plus years. He is 30 now and I just bought your James Bond car for him.
Please do not bow to pressure from anyone to remove police related items from your inventory.
Most police officers are just trying to do their jobs with very little respect.
Everyone I know is outraged by the death of George Floyd
Thank you for you donation for education.
This is beyond insanity and needs to stop now! Americans, if I can still say that, need to stand up to this garbage now before it’s too late. There is absolutely no reason to brand everything and everyone racist by the actions of one bad cop. Speak with your wallet and stop buying any service or product associated with this cancel culture pc aggression! We all need to rise up and be heard loudly if we want to save what’s left of America. This is a coordinated effort to destroy our freedoms one by one, and if we don’t start taking a firm stand and fight back, we will no longer live in the country we grew up in. Just look at the last 3.5 years and ask yourself why the left have become unrecognizable in that time. They will do anything to regain and hold power, and God help us if they ever do get the presidency again! Look at Seattle, that is a glimpse of what you would see across the country, complete chaos.
“All of you comments fell for some bigger scheme to take down United States, including Lego decision mentioned. ” EXACTLY WHAT THIS PERSON SAID.!!!!!!!!!!!!!!!!!!!!!
Disgusting all you groveling virtue signalers. LONG LIVE USA
sad day indeed—brilliantly crafted iconic models that reflect a genuinely civil aspect of human endeavor and cultural history… the antifa/blm destroyers are no better than isis was when it laid waste to countless representation of historical significance… so what does lego intend to offer instead—sets of antifa/blm rioters raging about in a wasteland of destroyed centers of commerce and government???
This is the craziest thing I’ve heard yet.
I am so disgusted with Lego for apparently assuming that all Police Officers and First responders are bad ….unlike Lego I am Thankful for the Police Officers and First responders for risk their lives for us every day and I thank them for that. Shame on you Lego and you have lost a customer for life.
The whole of police should never be demonized. Imagine what would happen if they weren’t there.
I just checked, all these Lego sets are still in stock.
I don’t support that Lego removing advertisements because advertisements bring attention to consumers to buy products then profits going to charity. Thus, Removal of advertisements is a stupid idea.
George Floyd? It is NOT even a race issue. All of you comments fell for some bigger scheme to take down United States, including Lego decision mentioned. That crooked cop was just a convenient excuse. Last I checked, he is at trial along with three accomplices.
I do hope, however, that Lego still making a right decision of donation and such donations were actually helping those in need.