Lego has reversed its long-standing policy to refuse bulk order sales to those expressly intending to use their bricks “for political purposes.”

The move comes not long after the iconic brand’s P.R. team had a bad October. Lego decided not to sell bricks to Chinese artist and dissident Ai Weiwei. Ai had announced his plan to use them to depict imprisoned political prisoners from around the world for an Australian exhibition.

The prohibition elicited a firestorm of criticism, resulting in wide international media coverage and enough individual donations that the artist’s supporters set up collection centers in several major cities. In tweets on the topic, Ai referred to Lego’s response to his request as “an act of censorship and discrimination.”


A photo posted by Ai Weiwei (@aiww) on

With the policy change, he has altered his tune. “Lego is a language which everybody can appreciate and should be able to use it according to their will, and that’s what all freedom of expression is about,” Ai told The Seattle Times by phone from Germany, after hearing about the company’s change in policy. Ai also posted several photos of himself covered in Lego bricks to Instagram.

Having spent considerable time under house arrest for making art the Chinese Communist Party did not like, Ai has become an international symbol of the struggle for basic rights such as freedom of expression. His critics pointed out that the Lego policy is consistent and that the company has gone so far as to reject a request for blocks to build models of the U.S. Supreme Court justices. But Lego apologists were few, a rarity for one of the world’s most valuable brands.

There is a certain absurdity to a company that produces any kind of artistic or creative medium placing limits on how it may be used. Imagine a company that makes paint refusing to sell its products to someone who intended to make a political painting. Even if Lego is an iconic brand, considering the number of ways Ai could have obtained comparable material either from resale outlets or knock-off producers, the ban seems misplaced.

12) San Francisco – Fort Mason Center for Arts & Culture, 2 Marina Boulevard at Buchanan Street, San Francisco, CA 94123, USA 13) Wellington - Pataka Art+Museum, Cnr Parumoana & Norrie Streets, Porirua, Wellington, Porirua City 5240, New Zealand. 14) Massachusetts – MASS MoCA (Massachusetts Museum of Contemporary Art), MASS MoCA Way, North Adams, MA 01247, USA. 15)  Sydney – Art Gallery of New South Wales, Art Gallery Road, The Domain, Sydney NSW 2000, Australia. 16) Toronto – Art Gallery of Ontario, 317 Dundas Street West, Toronto Ontario, Canada M5T 1G4 17)  Los Angeles – The Museum of Contemporary Art, Geffen Contemporary at MOCA, 152 N Central Ave., Los Angeles, CA 90012, USA 18) Seattle – Asian Art Museum,1400 East Prospect Street, Seattle, WA, 98112. USA 12. Jan. 2016 Lego announces on it’s website that as of January 1st, the Lego Group no longer asks for the thematic purpose when selling large quantities of Lego bricks for projects: “The LEGO Group has adjusted the guidelines for sales of Lego bricks in very large quantities. Previously, when asked to sell very large quantities of Lego bricks for projects, the Lego Group has asked about the thematic purpose of the project. This has been done, as the purpose of the Lego Group is to inspire children through creative play, not to actively support or endorse specific agendas of individuals or organizations. However, those guidelines could result in misunderstandings or be perceived as inconsistent, and the Lego Group has therefore adjusted the guidelines for sales of Lego bricks in very large quantities. As of January 1st, the Lego Group no longer asks for the thematic purpose when selling large quantities of Lego bricks for projects. Instead, the customers will be asked to make it clear - if they intend to display their Lego creations in public - that the Lego Group does not support or endorse the specific projects.”

A photo posted by Ai Weiwei (@aiww) on

A spokesperson for Lego confirmed in a statement to The Seattle Times that the change reflected the company’s commitment to human rights and freedom of expression:

“We always have and continue to do — this is at the heart of what Lego play is all about. … We hope the new guidelines will make it more clear what we stand for.”

In going totally laissez-faire, Lego stated that it will no longer ask for what purposes the products will be used. The company is merely making clear it doesn’t sanction displays. But in 2016, we know retweets are not necessarily endorsements, and Lego bricks are their own medium, free from corporate involvement. You’re free to build as your conscience sees fit.

Photos via Getty Images