In yet another example of a company offending a whole lot of people in just a few words, LEGO is apologizing for branding a toy in their online store as a â€œback-of-the-bus window-licker.â€ â€œWindow lickerâ€ is known as a derogatory term for people diagnosed with learning disabilities.
The toy named â€œTurgâ€ is part of the Mixels line, and was described as looking like an â€œexperiment thatâ€™s gone very, very wrong,â€ reports the BBC. â€œPart frog, part chicken, part back-of-the-bus window-licker, this Mixel has the longest tongue of them all.â€
We get it, he has a long tongue â€” but he couldâ€™ve easily been licking something else, like ice cream. Or a lollipop.
â€œIt is unacceptable that a toy company like Lego have used a term that offends people with a disability such as this, especially as the toy is aimed at children,â€ a representative from Mencap, a charity for people diagnosed with learning disabilities told the BBC. â€œI have a learning disability and I know that it makes me feel different,â€ she said.
â€œHate crime and bullying are a daily reality for many disabled people and the use of language like this only makes it worse.â€
LEGO has now pulled the phrase and issued an apology from the companyâ€™s vice president for the UK and Ireland.
â€œLego Mixelsâ€™ aim is to inspire creativity using quirky fictional characters to help children express their imaginations,â€ Fiona Wright says in the statement. â€œWe have very high expectations of our products. This also includes the text we use to describe them towards consumers. We are sorry that wording which could be considered offensive has been used, as this has not been our intention at all.â€
She says the company has looked at its processes â€œto make sure this does not happen again.â€