Greenpeace: Lego's deal with Shell isn't awesome

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      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.


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      Jul 25, 2014 at 6:55pm

      LEGO is made from oil, right? I understand that this is blatant, manipulative advertising for Shell but they have always been pro-oil if they make their toys from it. That said, I did call and say I wouldn't be buying their products anymore.


      Jul 26, 2014 at 9:02am

      This is the kind of stuff Greenpeace is involved in these days? Meanwhile, their bank account grows. What is the value of Greenpeace? I read recently that their bank account is over $100million. Really?

      re: Jenica

      Jul 26, 2014 at 12:36pm

      If you are so anti oil I trust you don't use public transport, have a car, buy any food at the grocery store that is transported in anyway or form, do not drink coffee, no dont own a pair of sunglasses, a blender or any other plastic products.

      How about the laptop or computer you typed from, I anticipate it is made largely out of plastic not to mention the Rare earth elements, copper, silicon and other metals which came from a mine.

      Shame on you Jenica!


      Jul 26, 2014 at 2:43pm

      @ Jenica

      You realize that plastic is used everywhere every day, and all of it is made with oil. While I believe we need to move away from this, it is impossible not do interact with anything in our current world that doesn't contain oil based plastic, such as the keys you pressed to type that message.

      lego is awesome

      Jul 27, 2014 at 1:25pm

      Lego set released in 1986.


      Not even in the lineup anymore as far as I can find. Probably been gone since the mid 90's. Manufactured by Greenpeace outrage at it's finest.