Toy manufacturer Lego has announced it has "no plans" to run future promotional giveaways with the Daily Mail, following complaints about the UK paper's political views.
Last week, Lego fan Bob Jones expressed dismay over the toy company's ongoing advertising with the Daily Mail on its Facebook page.
"I love Lego. My 6 year old son loves Lego… It seems you can do no wrong," he wrote.
"But I'm concerned. For a few years now you have done free giveaways in the Daily Mail newspaper. While I disagree with their political stand I can accept their right to have it. But lately their headlines have gone beyond offering a right wing opinion.
"Headlines that do nothing but create distrust of foreigners, blame immigrants for everything, and as of yesterday are now having a go at top judges in the U.K. for being gay while making a legal judgment. Their stories have gone a little too far. (A lot too far)."
The Daily Mail has faced widespread criticism for calling three judges "enemies of the people" after ruling Parliament had to be consulted before the Brexit process could begin.
"It genuinely bothers me, that a great progressive company like yours supports this 'news' paper, helping increase its circulation," wrote Mr Jones.
Lego initially replied with only an explanation of their advertising choices, saying, "we continuingly evaluate and develop our partnerships and approach to those, in order to ensure that we are present on the best possible platforms for reaching children and parents".
However, five days later it commented again, announcing the end of its agreement with the Daily Mail: "Our agreement with the Daily Mail has finished and we have no plans to run any promotional activity with the newspaper in the foreseeable future."
Lego also confirmed to lobby group Stop Funding Hate on Twitter that it had cut ties with the paper.
Singer Lily Allen and broadcaster Gary Lineker applauded the company for the move.