Mother finds Sports Direct Elf On The Shelf defaced with Nazi swastika

Shocked mother finds Sports Direct Elf On The Shelf she bought for her son is decorated with Nazi swastika and the words ‘Hitler’s workshop’

  • Lisa Davies, 41, bought Sports Direct Elf On The Shelf for her son for Christmas
  • She found the toy defaced with a Nazi swastika and words ‘Hitler’s workshop’
  • Sports Direct apologised to Lisa and police have recorded ‘hate incident’ 

A mother was shocked to find an Elf On The Shelf toy she bought from Sports Direct decorated with Nazi symbols and the words ‘Hitler’s workshop’.

Lisa Davies, 41, ordered the Manchester United-themed festive doll from billionaire Mike Ashley’s Sports Direct for her five-year-old son for Christmas.

But when she unwrapped the package, she discovered that the toy’s box had been defaced with a swastika, the symbol of the Nazi Party, in black felt tip.

A Hitler-style moustache had been added to the picture of the elf, along with the name ‘Adolf’.

Sports Direct issued a grovelling apology to Lisa and promised to investigate the matter. Police confirmed the report of a hate incident had also been recorded.

Lisa, of Llanelli, South Wales, said: ‘I just thought it was a shame that there was black pen all over the box, but then I looked closer and couldn’t believe my eyes – I was in shock.

‘I took pictures and sent them to my partner and my family who all said that it was shocking and that they couldn’t believe it.

Lisa Davies, 41, ordered the Manchester United-themed festive doll from billionaire Mike Ashley’s Sports Direct for her five-year-old son for Christmas

But when she unwrapped the package, she discovered that the toy’s box had been defaced with a swastika, the symbol of the Nazi Party, in black felt tip

‘I thought maybe it was just someone who really doesn’t like Man U, but those symbols are so disgusting that it made me feel sick, there is no excuse, it is not a joke.’

The use of the swastika is now considered a hate crime by police, so Lisa contacted the non-emergency police line.

‘I didn’t know if it was a crime but it did make me feel paranoid, I know it’s not possible but in my head I was thinking what if someone got my address and sent that to me on purpose – it did go through my mind,’ she said.

‘I’m just glad I opened the box before because I wouldn’t have wanted my son to see it, I don’t even want it in my house, I am so angry about it.’

A spokesman for Dyfed-Powys Police told Wales Online the report of a hate incident had been recorded. 

A Hitler-style moustache, made famous by the German dictator and actor Charlie Chaplin, had been added to the picture of the elf, along with the name ‘Adolf’

Sports Direct apologised to Lisa and offered her a replacement elf and a £25 gift voucher.

A letter to Lisa read: ‘I am very sorry to see your item has arrived in this condition. All items pass through quality control before being allocated to an order, this item must have been missed and it certainly isn’t acceptable.

‘We would like to firstly offer you our sincerest apologies for receiving an item defaced in such a way. I will pass this information to our warehousing team who will look to trace the route of this issue to ensure nothing like this can happen again.

‘We are very sorry your item was received in this condition and will be sure to investigate.’ 

MailOnline has contacted Sports Direct for comment.

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