Danish toy giant Lego has quietly removed "diversity and inclusion" terminology from its official reports - just as Donald Trump cracks down on DEI in the US.
Despite the firm's recent introduction of "inclusive" mini-figures designed to represent people with various disabilities and conditions, its 2024 sustainability report is notably silent on the topic.
Words such as "diversity", "LGBTQ+" and "people of colour" were notably absent from the toymaker's latest annual report.
The phrase "diversity and inclusion" appeared three times in the 2023 document, including in the chief executive's introduction.
Danish toy giant Lego has quietly removed 'diversity and inclusion' terminology from its official reports - just as Donald Trump cracks down on DEI in the US
PA
These terms have completely vanished from the 2024 version - a significant change in corporate messaging.
In December, just over a month before Trump's re-election, the company unveiled mini-figures wearing sunflower badges to represent hidden disabilities such as autism or dementia.
Meanwhile, the toymaker has spent years "diversifying" its plastic offerings with different skin tones and cultural representations.
Other inclusive figures featured missing limbs or depicted conditions like Down's syndrome and vitiligo.
Danish journalist and commentator Iben Schmidt suggested the change was a move to align with Trump administration policies.
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Iben Schmidt suggested the change was a move to align with Trump's policies
REUTERS"Just a year ago, [Lego] was not shy about talking about their work with diversity and showing that they were very inclusive," she noted.
Schmidt claimed to have consulted "a number of experts" who struggled to interpret the shift as anything other than political alignment.
It's not just Lego - Trump's crackdown on diversity programmes appears to be affecting a litany of firms across the EU.
A slew of companies are said to have received letters from American officials stating that the rollback applies to companies seeking to do business with the United States.
It remains unclear whether Lego has received such communication from US authorities.
It remains unclear whether Lego has heard directly from US authorities
GETTY
Lego defended its reporting changes in a statement, saying: "Every year we review and adapt our reporting to ensure it complies with latest requirements and reflects our plans and results."
The company insisted it remains "fully committed to our diversity and inclusion initiatives and to creating a welcoming and inclusive workplace for everyone".
Lego maintained that diverse backgrounds and perspectives are considered a strength contributing to their global ambitions.
The 2024 report does address gender balance at the director level, with Lego aiming for a 57 per cent male and 43 per cent female split by 2025.
However, the company notably stressed that "appointments are made on merit" rather than to fulfil diversity quotas.
