Lego becomes a pawn in the Greenpeace vs. Shell game

  • PopPress
  • July 11, 2014
  • StopPress Team
Lego becomes a pawn in the Greenpeace vs. Shell game

Greenpeace has been nipping at Shell's heels for years, pulling out everything from fake press releases to sneaky banners at car races to a big emotional ad featuring a homeless polar bear to draw attention to the oil company's proposed Arctic drilling. Now it's targeting one of the world's most-loved brands, Lego, after it signed a deal to create a series of toys for Shell. And it's flipped the premise of the hugely popular Lego Movie to show that everything is not awesome. 

The almost two-minute film created by London agency Don't Panic shows a range of Lego characters drowning in oil. And greenpeace hopes to get the Danish toymaker to stop working with Shell because it is "using Lego as a way to sell propaganda to children", something Kath Dewar wrote about recently in relation to Countdown's Dreamworks promotion.

But Lego is standing firm and looking at the positives of getting the toys in more kids' hands. 

The Lego Group operates in a responsible manner and continually strives to live up to the motto of the company since 1932: “Only the best is good enough”.

We are determined to leave a positive impact on society and the planet that children will inherit. Our unique contribution is through inspiring and developing children by delivering creative play experiences all over the world.

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. ... 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 organizations. 

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. I would like to clarify that we intend to live up to the long term contract with Shell, which we entered into in 2011.

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