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Lego ends Shell partnership

Shell, oil, disaster, Walrus, renewables, climate change, Alaska, Mexican Gulf, environment, leak, risk, Lego, Greenpeace, Environmental campaign

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.

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.

Shell, oil, disaster, Walrus, renewables, climate change, Alaska, Mexican Gulf, environment, leak, risk, Lego, Greenpeace, Environmental campaign, LEGO

Greenpeace sets up a ‘Save the Arctic’ protest scene made from LEGO on the mall near the US Capitol Building. Greenpeace is urging Lego to cut ties with Shell and help ‘Save the Arctic.” For the last few years Shell has been using LEGOs brand to clean up its image as an Arctic oil driller. 16 million Shell branded LEGO sets have been sold or given away at petrol stations in 26 countries.

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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