Animal rights group PETA (People for the Ethical Treatment of Animals) have written to the heads of LEGO asking that they rebrand their ‘farms’ as ‘animal sanctuaries.’ Apparently the current labelling of farm animals in LEGO sets mislead children about the “filthy, blood-soaked” reality of farming and the “cruelty” of the meat, egg, and dairy industries.

PETA UK sent a letter to the toy manufacturer’s CEO, Niels Christiansen saying: “Animal farming is a bloody, cruel business and, in 2022, no firm should be promoting it, especially to children,” PETA UK vice president Mimi Bekhechi wrote.

“These traditional farmed-animal toys whitewash the horrific reality of life and death for animals raised for food, and by the time children find out the truth, they’re so accustomed to consuming animals’ flesh, eggs, and milk that they often don’t question doing so,” she said.

Instead of depicting the animals in a ‘happy farmyard’ setting, PETA suggested LEGO rebrand the set as a “sanctuary” where animals are free to “live out their lives in peace”.

“This rebrand would help children recognise that animals are sentient beings to be cared for, who feel joy, pain, love, and grief, not edible commodities to be used and abused,” PETA UK vice president Mimi Bekhechi said.

“It’s time we all stopped misleading children about the horror and cruelty behind their dairy milkshakes and beef burgers, and by rebranding the farm as a sanctuary. Lego would send a positive message not only about our relationship with other animals but also about the future of farming in harmony with the environment.”

LEGO has yet to respond to PETA’s suggestions.