Lego ends Shell partnership
Lego will not renew its marketing contract with Shell after coming under sustained pressure from Greenpeace to end a partnership that dates to the 1960s.
The environmental campaign group, protesting about the oil giant’s plans to drill in the Arctic, had targeted Lego with a YouTube video that attracted nearly 6m views for its depiction of a pristine Arctic, built from 120kg of Lego, being covered in oil.
Lego toy sets are currently distributed at petrol stations in 26 countries, in a deal valued at £68m. Lego had previously argued that the relationship had a positive impact on the world by inspiring children with its toy sets.
Greenpeace activists also targeted Legoland in Windsor by dressing as Lego figures, while the campaign video, entitled “Everything is not awesome” attracted 5.9m views.
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