Tags: lego | shell | greenpeace | viral | video

Lego, Shell to Part Ways After Greenpeace Viral Video

By    |   Thursday, 09 Oct 2014 03:43 PM

Lego is ending its 50-year relationship with Shell after a Greenpeace video went viral and sparked environmental protests about the toy giant’s alignment with the Arctic-drilling oil company.

Greenpeace greeted the announcement that the world’s largest toy company would not renew its contract with Shell with the headline: "How Lego Got Awesome to #savetheartic."

The environmental campaigning organization listed the “most viral video in Greenpeace history” as the No. 1 reason why Lego caved.

“A hot tub, a Game of Thrones character, a very sad polar bear, and the most depressing version of the most upbeat song you’ve ever heard,” Greenpeace wrote about the video. “With massive media attention and almost six million views, the video was briefly taken down from YouTube due to a ‘copyright’ claim, but was reposted after 18 hours of massive public outcry.”

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Also important to the campaign to drive Lego and Shell apart, Greenpeace said, were protests worldwide, many involving, of course, Lego characters and even children building Lego Arctic animals.

“Our stakeholders have high expectations to the way we operate. So do we,” said Lego Group’s CEO and President Jørgen Vig Knudstorp in a news release Wednesday. “We do not agree with the tactics used by Greenpeace that may have created misunderstandings among our stakeholders about the way we operate; and we want to ensure that our attention is not diverted from our commitment to delivering creative and inspiring play experiences.”

Since the 1960s, Lego has worked with Shell, using the oil company’s logo on the toys and selling Legos in Shell stores throughout the world.

Knudstorp reiterated that he believed Greenpeace used the Lego brand to "target Shell."

"As we have stated before, we firmly believe Greenpeace ought to have a direct conversation with Shell," he said. "The LEGO brand, and everyone who enjoys creative play, should never have become part of Greenpeace’s dispute with Shell."

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Lego is ending its 50-year relationship with Shell after a Greenpeace video went viral and sparked environmental protests about the toy giant's alignment with the Arctic-drilling oil company.
lego, shell, greenpeace, viral, video
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2014-43-09
Thursday, 09 Oct 2014 03:43 PM
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