Dad calls victory over Lego promotion in the Sun newspaper

A father's battle to stop a Lego promotion in the Sun newspaper has come to an end in a bitter-sweet victory.

On Tuesday last week supporters from the online campaign No More Page 3 brought a 'topless' Lego woman to Legoland in Windsor and Lego's offices in Bath Road, Slough.

They were backing a call by Hertfordshire resident Steve Grout to stop the toy giant running a give-away in the 'family' newspaper, which publishes pictures of topless women daily.

In just a week his petition surged from 2,000 signatures to more than 12,000.

The father-of-two said: "This Tuesday I hear from a supporter that it is their 'final' promotion. I can only presume the 12000+ signatures influenced this change."

But he said despite countless attempts to contact Lego executives in the UK no-one from the company ever acknowledged his emails.

"It has left a very bad impression of the Lego brand I'm afraid," he added. "But importantly I hope the campaign has shown that Lego should take into consideration the impressionable minds of children and promote via outlets with more positive images of women."