For immediate release:
May 31, 2022
Megan Wiltsie 202-483-7382
London – Following the launch of LEGO’s new farm set, which offers an archaic depiction of animal agriculture, PETA UK has sent a letter to the Denmark-based toymaker’s CEO, Niels Christiansen, urging him to correct the faux pas. PETA UK’s suggestion? Rename set as sanctuary, where animals are free to live their lives in peace. The group points out that the cheerful LEGO farm scene misleads children because animals suffer in today’s meat, egg and dairy industries, which are not only cruel but also one of the main causes of climate catastrophe.
“This rebranding would help children recognize that animals are sentient beings to be taken care of, who feel joy, pain, love and sorrow, and not edibles to be used and consumed. abuse,” wrote PETA UK Vice President Mimi Bekhechi. “It’s time we all stopped misleading children about the horror and cruelty behind their dairy milkshakes and beef burgers, and renaming the farmhouse a sanctuary, I’m sure you’ll agree LEGO would send a positive message not only about our relationship with other animals but also about the future of agriculture in harmony with the environment.
Today, children who play with LEGO are growing up in the midst of a climate catastrophe whose worst effects, according to the United Nations, can be mitigated by a global shift to vegan diets. Every person who goes vegan not only helps the planet, but also spares animals the daily misery of squalid, overcrowded conditions and a terrifying death in a slaughterhouse. In the meat, egg and dairy industries, cows are forcibly separated from their calves, chickens’ throats are slit while they are still conscious, and piglets may be castrated and their tails docked without pain killers.
PETA — whose motto says, in part, “animals are not ours to eat” and which opposes speciesism, a human supremacist worldview — offers a free vegan starter kit filled with tips, recipes and more on his website.