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Lego pauses all digital ads after reports it stopped marketing police-themed products

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Toymaker Lego has temporarily paused the digital marketing of all products, a company spokesperson told Fortune, after reports that it had stopped advertising toy construction sets featuring police-themed pieces and the White House in the wake of George Floyd’s death last week while in police custody.

According to an email obtained by trade publication The Toy Book, Lego reached out to affiliates this week requesting that they remove and cease marketing products featuring an array of police-themed pieces, as well as fire department-themed pieces and representations of the White House.

When reached for comment, the Lego spokesperson clarified that the company had paused “all digital marketing” of its products in the U.S. beginning earlier this week, “including content that could be perceived insensitive if promoted at this time,” and had asked affiliates to do the same. Lego plans to restart marketing its products next week.

Lego has not removed any of its toy construction sets from store shelves or its online store, the spokesperson added, describing reports that it had done so as “false.”

“Generations of children have loved playing with our Lego police and firefighter sets, which can often be found in our Lego City line and is a constant in our collection,” the spokesperson said. “These were available last week and will always be available to our fans.”

Floyd’s death last week sparked nationwide protests that have brought attention to the treatment of the black community by police departments across the country. The Trump administration’s response to those protests has also proven controversial, after riot police forcefully broke up a seemingly peaceful protest outside of the White House on Monday.

“We stand with the black community against racism and inequality,” the Lego spokesperson said, noting that the company plans to donate $4 million to organizations “dedicated to supporting black children and educating all children about racial equality.”

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Lyron Foster is a Hawaii based African American Musician, Author, Actor, Blogger, Filmmaker, Philanthropist and Multinational Serial Tech Entrepreneur.

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