Jump to content



Lego ends partnership with Shell over Greenpeace campaign

By Deeq on 18 Oct 2014 in Other News, Other blogs

Attached Image Since the 1960s, Lego has had a series of co-branding marketing partnerships with Shell, and children around the world could play with Shell-branded Lego sets. Today, this partnership comes to an end: Lego has announced its intention not to renew its contract with the petroleum giant.
"The long-term co-promotion contract we entered with Shell in 2011 delivers on the objective of bringing LEGO bricks into the hands of many children, and we will honour it -- as we would with any contract we enter," wrote Lego Group CEO Jørgen Vig Knudstorp in a statement.
"We continuously consider many different ways of how to deliver on our promise of bringing creative play to more children. We want to clarify that as things currently stand we will not renew the co-promotion contract with Shell when the present contract ends."
Attached Image
The move comes three months after Greenpeace launched a video condemning Lego's involvement with Shell in light of Shell's planned Arctic drilling expedition.
"We love Lego. You love Lego. Everyone loves Lego. But when Lego 's halo effect is being used to sell propaganda to children, especially by an unethical corporation who are busy destroying the natural world our children will inherit, we have to do something," Greenpeace said. "Children's imaginations are an unspoilt wilderness. Help us stop Shell polluting them by telling LEGO to stop selling Shell-branded bricks and kits today."
Attached Image
The organisation also launched a video parodying the hit song, "Everything is Awesome", from the Lego Movie, playing while oil engulfs a Lego model of the Arctic. This video garnered over 6 million views -- and the accompanying petition 1,019,500 signatures.
Lego initially resisted pressure from Greenpeace, and Knudstorp made it clear in his announcement to dissolve the partnership that he does not think highly of Greenpeace's methods.
Attached Image
"The Greenpeace campaign uses the Lego brand to target Shell. As we have stated before, we firmly believe Greenpeace ought to have a direct conversation with Shell. The LEGO brand, and everyone who enjoys creative play, should never have become part of Greenpeace's dispute with Shell," he wrote.
Attached Image
Leading climate scientist Dr Simon Lewis of University College London applauded the campaign.
"To avoid the most serious impacts of climate change most of the known fossil fuel reserves can't be used. That puts companies like Shell in a difficult position, as their value is linked to their ability to find and exploit reserves. They need a public relations fix," he said.
Attached Image
"The success of the Greenpeace campaign breaking the link between Lego and Shell shows that there is widespread public discomfort at the way fossil fuel companies try to get their 'don't worry about the future' message across by linking to other brands. This is a very positive development, as in my view society is better served by more transparency and less PR smoke and mirrors."
However, not all are scientists are in agreement with Greenpeace's methodology.
Attached Image
"We need a sensible, balanced and intelligent debate with the oil industry in which we critique bad things they do and embrace the positives. The people I talk to in the Shell Scenarios Team are bright, thoughtful people, trying to work out how to navigate a way forward to a better future -- accepting that climate change is real, driven by humans and not likely to be a good thing. It is scientists and engineers like these, not the activists, who in the end will deliver the alternatives to fossil fuels and are turning companies like Shell from oil companies into energy companies.
"10 out of 10 to campaigners like Greenpeace for wanting to provoke change. 0 out of 10 for this campaign, in my opinion, which might attract headlines and make them feel good, but does not address the real issues and will not deliver the changes we all need."

lego, shell, petrol, v-power and 3 more...

Viewed: 3,041 times

Related Blog Posts
Written by Deeq
With intense love for cars and bikes since little, and passion for photography, Siddiq tries hard to bring cars to life on the screen, proving his worth as well as his passion for the job.

  • 1
Fett Oct 20 2014 04:50 PM

So that means the current Shell lego is the last batch ever??

Kho Oct 20 2014 04:54 PM

seriously?! gotta go and get the last lego at Shell!

  • 1
Car Makes

Please select a car make

Facebook Likes
   Featured Blog Post
Volkswagen might be on the cusp of the electric car revolution, but it’s painfully aware it needs...
Apple has axed more than 200 employees from in its autonomous vehicle group. Dubbed Project Titan...
A retired college professor has traded in five first-generation Toyota MR2s in return for a nearl...
The head of AMG clarified that the new AMG GT R Pro is not part of the Black Series and a true Bl...
The 2019 Mazda 3 introduces a new font to the Mazda Brand called Mazda Type, this new typeface wi...
In Mid 2018, it was announced that the new-and-improved Volkswagen Jetta GLI would be arriving wi...
   Lifestyle Articles