Greenpeace, an international environmentalist group, is continuing with its campaign against a co-promotion deal between Shell and LEGO.
The group today launched a video titled: “LEGO: Everything is NOT awesome” showing LEGO miniatures getting covered in crude oil, implying an oil spill caused by Shell.
Greenpeace, protesting against Shell’s arctic drilling plans, alleges that LEGO is “helping Shell to threaten this beautiful and fragile place” by making toys carrying Shell’s logo, and has asked the Danish company to stop selling Shell-branded bricks and kits.
“It’s done a deal with Shell that’s helping the oil giant clean up its image as one of the world’s most dangerous Arctic drillers,” Greenpeace accuses the Danish manufacturer of toys, famous for its line of colourful interlocking plastic bricks and an accompanying array of gears, miniatures and various other parts.
“Shell wants to take advantage of the melting ice to drill for more of the fuels that caused the melting in the first place. But scientists say an oil spill there would be impossible to clean up, devastating the Arctic’s unique wildlife. It’s faced fierce criticism for its plans from environmental NGOs and regulators, and reputation-wrecking media coverage.
Shell knows it needs to fix its bad reputation to keep its Arctic scheme alive. And a deal with LEGO, the world’s favourite toy company, is a PR dream come true,” Greenpeace says.
The LEGO Group, in response to Greenpeace actions, last week said the company operated in a responsible manner saying that a co-promotion contract like the one with Shell is one of many ways LEGO is 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 organisations,” read a statement by LEGO.
“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,” LEGO added.