Greenpeace is taking on a children's toy that has been used in Science World and Vancouver Art Gallery exhibits.
At issue is Lego's affiliation with Shell. Greenpeace is calling for the Lego Group to end its participation in Shell's global advertising deal.
A special set of Lego features the Shell logo on its toys.
Greenpeace argues that Shell is building brand loyalty among children, who are the next generation of consumers. The Vancouver-founded environmental organization is concerned that Shell is using Lego to counter its controversial Arctic drilling plans.
Greenpeace launched a video with a melancholic rendition of Tegan and Sara's song "Everything is Awesome" from The Lego Movie. The video shows a variety of wintry Lego scenes, which give way to Arctic landscapes slowly being submerged by oil and images of drowning animals and residents.
The video was reported removed from YouTube in early July but has since been reposted.
Lego has issued a statement in reaction to the Greenpeace campaign.
Lego Group president and chief executive officer Jørgen Vig Knudstorp stated that Lego began a longterm contract with Shell in 2011.
"A co-promotion contract like the one with Shell is one of many ways we are able to bring Lego bricks into the hands of more children," Knudstorp said. "The Greenpeace campaign focuses on how Shell operates in a specific part of the world. We firmly believe that this matter must be handled between Shell and Greenpeace. We are saddened when the Lego brand is used as a tool in any dispute between organisations.
"We expect that Shell lives up to their responsibilities wherever they operate and take appropriate action to any potential claims should this not be the case."
Greenpeace is collecting signatures for its online petition, which is asking Lego to end its relationship with Shell.