Greenpeace targets Lego's Shell partnership
Greenpeace is calling on children's toymaker, Lego, to end its partnership with the oil company Shell.
The partnership, which has involved distributing Shell-branded toys in petrol stations, was estimated to have a PR value of £68 million and was considered to be at complete odds to Lego's Corporate Responsibility Policy and statements made by the company's CEO.
The CEO of Lego, Jørgen Vig Knudstorp, was quoted saying: “as we expand globally, we are determined to leave a positive impact on society, and the planet that our children will inherit”.
It was therefore a controversial move for Lego to partner Shell, a corporation facing multiple criticisms for contributing to climate change, habitat destruction, human rights abuses, workers' rights abuses, pollution and toxics, anti-social finance and animal testing.
Greenpeace’s Arctic campaign team leader, Ian Duff, commented: “Climate change is an incredible 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 lifelong loyalty it doesn’t deserve. It’s time for Lego to finally pull the plug on this deal.”
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