Animal rights activists have criticized toy company LEGO for using farmyard scenes that they claim mislead children about the “filthy, blood-soaked” reality of farming.
Campaign group PETA has written to a boss of the worldwide favorite brand over its sets containing farm animals. PETA wants LEGO to rebrand its newly launched farm set since it presents a false and misleading picture of animal agriculture.
PETA sent a letter to the toy manufacturer’s CEO, Niels Christiansen over the “archaic depiction” of farm animals.
In the letter, PETA UK vice president Mimi Bekhechi wrote:
“Animal farming is a bloody, cruel business and, in 2022, no firm should be promoting it, especially to children.”
“These traditional farmed-animal toys whitewash the horrific reality of life and death for animals raised for food, and by the time children find out the truth, they’re so accustomed to consuming animals’ flesh, eggs, and milk that they often don’t question doing so.”
The animal activist group is calling for the new farm sets to be rebranded as animal “sanctuaries” so that children are not misled about the “cruelty” of the meat, egg, and dairy industries.
“This rebrand would help children recognize that animals are sentient beings to be cared for, who feel joy, pain, love, and grief, not edible commodities to be used and abused,” Bekhechi added.
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The letter continued with graphic descriptions of farms that raise animals for food, stating that cows are forcibly impregnated and chickens don’t see the light of day.
Bekhechi also described farming as one of the worst offenders of the climate crisis, claiming a need for more veganism to protect the planet. “It’s time we all stopped misleading children about the horror and cruelty behind their dairy milkshakes and beef burgers, and by rebranding the farm as a sanctuary, I’m sure you’ll agree that LEGO would send a positive message not only about our relationship with other animals but also about the future of farming in harmony with the environment.”
While LEGO has yet to respond to PETA’s letter, its website reads, “LEGO City Farm playsets deliver open-ended play possibilities… and inspiring characters for imaginative play that depicts daily life in a fun and exciting way.”
Neil Shand, chief executive of the National Beef Association, commented: “This is a misleading message from Peta. We have a responsibility to teach children where their food comes from through farm toys.”
The post was largely mocked by fans of the game, who pointed out that most of the advice revolved around not killing the creatures in the game. Many of these are explicitly designed to impede progress, making it almost impossible to do so and play the game effectively.
Source: AWM
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