Lego has hit back at a new Greenpeace online ad calling for the company to ditch its partnership with Shell, claiming the deal allows Lego to “put bricks into the hands of more children”.
The spot uses the brand’s toys to demonstrate the potentially devastating consequences of an oil spill, and is accompanied by the theme song from The Lego Movie ‘Everything is Awesome’.
It was released last week and has already attracted more than 240,000 petition signatures.
Lego sold Shell branded toys from the Sixties until the Nineties and signed a two-year $116m deal in 2012 to sell Shell Lego toys at petrol stations in 26 countries.
Greenpeace says Shell’s previous attempts to drill for oil in the arctic make it an unsuitable sponsor for children’s toys.
Devised by Don’t Panic, the two-minute spot begins with an idyllic arctic scene, complete with huskies, polar bears and tiny ice hockey players. However, the sea and coast are then flooded with thick black oil, engulfing puppies, children, teddy bears and even Santa Claus. The ad ends with the message: “Shell is polluting our kids imaginations. Tell Lego to end its partnership with Shell,” and a link to the campaign’s website, legoblockshell.org.
Lego has responded to the campaign by posting a statement online from group president and chief executive Jørgen Vig Knudstorp.
He justified Lego’s partnership with Shell as a way of putting “Lego bricks into the hands of more children” and that Lego “expects that Shell lives up to their responsibilities wherever they operate”. He added that Lego “intends to live up to the long term contract”.
Greenpeace responded with a statement on its website shortly after. It asked, “does the world’s most profitable toy company have to put aside its stated values in order to increase its sales? Would Lego partner with a cigarette company to help bring its bricks to the masses?”
Greenpeace explained Lego’s deal with Shell generates kudos and tacit support from millions of people for Shell’s operations. The statement goes on to outline a cacophony of Shell’s environmental wrongs, in the Arctic, and across the whole planet.
To leave a comment please register – it takes less than a minute and is free of charge. You will also get our weekly email update The DM Report (to opt out contact email@example.com). If you are an existing user, please log in. If you have forgotten your log-in details please email firstname.lastname@example.org to get them reset!