Lego targeted by anti-Sun page 3 campaign

Mock Lego page 3:by No More Page 3 campaign
Mock Lego page 3:by No More Page 3 campaign

Lego, the children's toy brand, has been targeted by a group campaigning for The Sun to drop its page 3 topless pictures because it is running a promotion with the News International-owned newspaper.

The campaigners have produced an image of a mock limited-edition Lego page 3 model in a bid to highlight its criticism of the children's toy brand for signing a commercial deal with a newspaper which carries images they believe objectify women.

In a nod to the topless women on page 3 of The Sun, the page 3 Lego woman is only wearing a pair of knickers. She has a belly button piercing and the word Lego written across each naked breast.

The No More Page 3 campaign started in September and its founder Lucy Holmes said many of its supporters contacted Lego through email, telephone and Facebook to ask it to cancel the partnership but the brand went ahead regardless.

Holmes said: "Leanne is a tribute to Lego’s commitment to the Sun newspaper."

In a pastiche of The Sun’s "news in briefs" quotes on page 3, Leanne the lego character is quoted as saying: "It's important that Lego does a promotion in the Sun Newspaper which values women for their bodies rather than their minds.

"As my favourite child psychologist Dr Haim Ginott says: 'Children are like wet cement; whatever falls on them leaves an impression'. Let’s teach 1970s sexist values to the very young."

The No More Page 3 campaign claimed it is not asking for a ban on page 3 and is not against all glamour modelling, but is instead campaigning against the editorial decision to publish pictures of topless women in a family newspaper.

A Lego spokeswoman said: "Lego's relationship with News International is a confidential business agreement. Through our partnership with The Sun, our intention is to provide millions of free Lego play experiences to children."

Celebrities such as Jennifer Saunders, Chris Addison, Eliza Doolittle, Alastair Campbell, Caitlin Moran and Graham Linehan are among the more than 50,000 people to have signed the No More Page 3 petition.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage