Promotions are a type of advertising. And the father who wrote to Lego in the first place asking them to stop their collaboration with the DM, was specifically referring to their promotions.
And, anyway, does it matter? This is a major brand saying they are cutting ties with the DM as a direct response to a campaign you described as meaningless. And If that's what you believe, is absolutely fine. Others have a different opinion, and that's fine too.