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Greenpeace urges Lego to end Shell partnership

Screen Shot 2014-07-01 at 09.29.51

Screen Shot 2014-02-10 at 16.29.29Extract from an article by Adam Vaughan published by The Guardian on Tuesday 1 July 2014

On Tuesday the environmental group will target the Danish company, which has distributed more than 16m Shell-branded toys via petrol stations in 26 countries, hoping to pressure it through “creative action” and mobilising the 5 million “Arctic supporters” it has signed up online.



Greenpeace critical of LEGO ties to Shell:

Shell launches invasion of the playroom, Greenpeace says.


LONDON, July 1 (UPI) –Advocacy group Greenpeace International took a swipe Tuesday at LEGO for putting the logo of Royal Dutch Shell on its children’s toys.

Greenpeace published a 15-page pamphlet expressing concern over a decision by LEGO to put Shell images on toys available at service stations operated by the energy company.

The advocacy group said Shell is building brand loyalty with the next generation of consumers, business leaders and politicians.

“This co-promotion is extremely worrying,” Greenpeace said in a statement. “Shell has launched an insidious invasion of children’s playrooms in order to prop up its public image.”



Lego urged to ditch Shell over environmental record


Lego and Shell have had a commercial relationship since the 1970s, but Greenpeace say that Shell’s desire to drill for fuels in the Arctic means its brand is unsuitable for children’s toys.

Shell has spent around $4.5bn exploring for oil off the coast of Alaska since 2005 and has faced strong opposition from environmental groups. In January, Shell suspended its Arctic exploration programme after a 71 per cent fall in profits, but Greenpeace says Shell will resume drilling when their finances improve.

A new partnership between the two companies was launched in 2012 and lasts until 2014. The deal has seen the distribution of 16 million Ferrari-branded Lego toy cars at Shell petrol stations around the world. The PR company behind the deal, Iris Worldwide, estimates the relationship to be worth $116m.

Greenpeace says it will mobilise 5 million “Arctic defenders” in countries around the world to “break the relationship” between Lego and Shell. On Tuesday, Greenpeace activists targeted Legoland Windsor, distributing Lego figures around the theme park to act out miniature protests.



Greenpeace Targets Lego for Shell Partnership in New Campaign


“Climate change is an enormous threat facing all children around the world, but Shell is trying to hijack the magic of Lego to hide its role,” said Ian Duff, arctic campaigner at Greenpeace. “Climate change is an enormous threat facing all children around the world, but Shell is trying to hijack the magic of Lego to hide its role. It is using Lego to clean up its image and divert attention from its dangerous plans to raid the pristine arctic for oil. and its sister non-profit websites,,,,,, and are owned by John Donovan. There is also a Wikipedia feature.

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