Peta approached Lego CEO Niels Christiansen in writing about the "archaic depiction of the animal husbandry industry".

The organization suggests that Lego rather describe the set as "a refuge, where animals are free to live in peace".

According to the group, Lego's "happy farm scene" misleads children because animals "suffer in today's dirty, blood-stained meat, egg and dairy industries". "It's not only cruel, it's also a leading cause of the climate catastrophe," says Peta.

Activists cut Lego in the open letter and paint a rosy picture "of the abominations and cruelty behind their milkshakes and burgers".

Lego's new Farm With Animals set is available on its UK website from today, although several farm scenes can already be sold in South Africa.

According to Lego's website, such a small set can "capture your child's imagination and stimulate their creativity, empathy and caring instinct - not only for the toy animals, but also for other living beings around them".

Peta, however, disagrees. The organization argues that “the reality for farm animals is far removed from Lego's peaceful, cheerful scene. It is misleading for children. "

Peta believes that rethinking the farm set will help children to realize that animals are sentient beings who experience joy, pain, love and sadness; that they must be cared for; and that they should not simply be treated as edible commodities that are used and abused. "It's time we stopped deceiving children about the horrors and cruelty behind their milkshakes and burgers."

Meanwhile, Neil Shand, chief executive of the National Beef Association in the UK, said parents have a responsibility to teach children where their food comes from through toy farm animals.

Frank Furedi, professor emeritus of sociology at the University of Kent, believes Peta's letter takes something that is natural and innocent, such as children's interest in farm animals, and turns it into something malicious.

Lego has not yet responded to Peta's letter.

Thank you Maroela Media for the great article.