Lego will no longer be partnering with Shell and releasing block sets branded with the petroleum corporation’s logo. This news comes after a Greenpeace campaign and video successfully garnered public attention, and over a million signatures.
The video, shown below, parodies a song from The Lego Movie, while it shows oil spilling over a Lego scene, covering animals’ habitats, and eventually the animals and people themselves. It was released in July, accompanied by a petition.
Lego released a statement at the time, saying that it would continue to uphold its contract with Shell, and that the company’s misdeeds should be addressed directly with Shell, not by using other associated companies.
The Greenpeace campaign focuses on how Shell operates in a specific part of the world. We firmly believe that this matter must be handled between Shell and Greenpeace. We are saddened when the LEGO brand is used as a tool in any dispute between organisations.
However, in a newly released statement this week, Lego Group has changed its stance, somewhat. Jorgen Von Knudstrop, the President and Chief Operating Officer of Lego Group, continues to express disagreement with Greenpeace’s methods, and says that the campaign has caused confusion among stakeholders. He maintains that Greenpeace should be addressing their concerns directly with Shell, and not bring the Lego brand into it.
However, he says, in the interest of keeping distractions out of play, the contract with Shell will not be renewed when it comes to an end.
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.
We want to clarify that as things currently stand we will not renew the co-promotion contract with Shell when the present contract ends.
We do not want to be part of Greenpeace’s campaign and we will not comment any further on the campaign. We will continue to deliver creative and inspiring LEGO play experiences to children all over the world.
At this time, Shell has offered no public comment on its contract with Lego Group, or the ending of it.[Image: Greenpeace Video]