The U-turn follows a recent controversy involving Chinese artist Ai Weiwei.
In October last year, Ai accused Lego of censorship when it refused to sell its bricks directly to him.
The company said its policy was to reject requests if it believed the bricks would be used to make a political statement.
Ai is known for his criticism of the Chinese government as well as for being one of the world's leading contemporary artists.
He
wanted the bricks for an artwork on political dissidents. The artist
ended up using bricks donated to him by the public for an exhibition in
Melbourne, Australia.
Ai appeared to react to Lego's decision on
Wednesday by posting a picture on Instagram of a young boy sticking
bricks onto his face, accompanied by a grinning emoji caption.
In a statement posted on its website on Tuesday,
Lego said it used to ask customers ordering bulk purchases for the
"thematic purpose" of their project, as it did not want to "actively
support or endorse specific agendas".
"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," it said.
As of
1 January the company will instead ask that customers make clear the
group does not support or endorse their projects, if exhibited in
public.
Lego's earlier decision to refuse Ai's request angered the
artist, who accused the company of censorship and discrimination, and
of attempting to define political art.
The artist also linked Lego's stance with business interests in China.
The controversy sparked a public backlash resulting in supporters around the world offering to donate toy bricks.
Ai
set up "Lego collection points" in different cities, and ended up
making a new series of artworks based on the incident as a commentary on
freedom of speech and political art.
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