On June 2, following several days of peaceful protests but also looting and violence in the USA, the LEGO Group’s affiliate partner sent out an email to all clients stating: “In light of recent events, LEGO has requested the below products to be removed from sites and any marketing ASAP.” A list followed including all LEGO City Police sets and 21054 The White House.
The message did not go into detail as to why or put a timeframe on the removal, seemingly leading many to jump to the wrong conclusion – that the LEGO Group has also removed the products from the company’s own website. It hadn’t, and all such sets are still available at LEGO.com.
On June 4, the LEGO Group put out a clarifying statement on social media: “We’ve seen incorrect reports saying we’ve removed some LEGO sets from sale. To be clear, that is not the case and reports otherwise are false. Our intention was to temporarily pause digital advertising in response to events in the US. We hope this clears things up.”
The intent to quietly hide the sets ultimately backfired and ended up leading to them getting more attention rather than less.