Modern Marketing

Greenpeace blasts Lego and Shell partnership in new global campaign

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By Natalie Mortimer | N/A

July 1, 2014 | 3 min read

Environmental charity Greenpeace has today staged a protest at Legoland as it kicks off a new global campaign targeted at the toy company.

The action comes after Greenpeace conducted a report – released today – into Lego’s partnership with Shell, which has seen the toy company add the Shell branding to some of its products sold in petrol stations.

Greenpeace has accused Lego of putting sales ‘above its commitment to the environment and children’s futures’, and is calling on the company to stop producing products which feature the oil giant’s logo over an ongoing argument surrounding Shell’s Arctic Programme.

The charity claims that Shell is threatening the Arctic and the wildlife that depends on it by drilling for oil in the region. It added that Shell is using Lego to ‘neutralise controversy over its climate impacts’.

According to Greenpeace, Shell’s PR company valued the most recent two-year deal with Lego at $116m, and reported that Shell achieved a 7.5 per cent worldwide sales uplift during the promotion.

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Ian Duff, arctic campaigner at Greenpeace, said: “Climate change is an enormous threat facing all children around the world, but Shell is trying to hijack the magic of Lego to hide its role. It is using Lego to clean up its image and divert attention from its dangerous plans to raid the pristine Arctic for oil. And it’s exploiting kids’ love of their toys to build life-long loyalty it doesn’t deserve. It’s time for Lego to finally pull the plug on this deal. We’re calling on Lego to stand up for Arctic protection, and for children, by ditching Shell for good.”

This morning’s protest at Legoland in Windsor saw the charity place mini campaign banners – reading ‘Save the Arctic’ and ‘Block Shell’ – across various landmarks.

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