TOYMAKER Lego has ended its promotional giveaways with the Daily Mail, amid a campaign to stop firms advertising with some newspapers over "divisive" coverage of migrants.
The firm regularly gives away free toys via the paper, but has now said there would be no more "in the foreseeable future".
Lego did not say why the tie-up had ended, but said it had listened carefully to parents and grandparents.
A letter from a British father to Lego, widely shared online, criticised the toy manufacturer for advertising with the paper. Bob Jones said the newspaper had "gone too far" and said he believed Lego's links with the Mail were "wrong".
He wrote: "Lego, to me has always been an inclusive product. Breaking barriers between gender, building children's imagination and confidence to do their own thing. Something adults and children can and do, bond over.
"Your links to the Daily Mail are wrong. And a company like yours shouldn't be supporting them."
The campaign group Stop Funding Hate has lobbied firms to stop advertising with some newspapers., criticising several national newspapers for "portraying migrants in overwhelmingly negative terms" and whipping up hatred before and after the EU referendum.
Responding to a tweet from the group, Lego confirmed its promotional agreement with the Mail had ended.
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