Lego has outraged fans and charities alike for describing one of its new characters as a "back-of-the-bus window licker", a derogatory term for a disabled person.
The toy manufacturer said its latest figurine Turg – released as part of their Mixel collection – is an "experiment that's gone very, very wrong... part-frog, part-chicken, part back-of-the-bus window-licker".
The offensive phrase has since been removed from the company's website.
In 2003, the term was voted third most offensive description relating to disability in a poll run for the BBC's Ouch! disability talk show.
Daniel Mazliah, head of campaigns and communications at disability charity Scope, said: "It's pretty shocking that Lego has used this outdated and offensive word to market one of its toys.
"There is no doubt that many customers with disabled children will be appalled.
"Lego is a huge brand, loved by millions of young people who might think that this word is acceptable to use. We would ask Lego to remove this word from all marketing."
A spokesperson for Lego said: ""We are sorry that wording which could be considered offensive has been used, as this has not been our intention at all.
"As an immediate result of the input we have received, the product description for the Mixels character Turg has been changed on our website. We have looked at our processes to make sure this does not happen again."