Lego to Greenpeace: Everything Is Awesome

by | Jul 23, 2014

LegoLego will continue its partnership with Shell despite pressure from Greenpeace to stop making toys with Shell’s branding.

Greenpeace says Shell is threatening the Arctic and using Lego to neutralize controversy over its climate impacts and plans to drill for oil in the Arctic.

Since starting its campaign against the toymaker, Greenpeace has staged protests at the company’s headquarters in Slough, near London, and collected more than 115,000 signatures on a petition asking Lego to cut ties with Shell.

That won’t happen, says Jørgen Vig Knudstorp, president and CEO of the Lego Group.

In a statement, Vig Knudstorp says his company will fulfill its long-term contract with Shell, which Lego entered into in 2011. “We expect that Shell lives up to their responsibilities wherever they operate and take appropriate action to any potential claims should this not be the case.”

Lego says Greenpeace should stop using the Lego brand in its battle with the oil giant. “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 organizations.”

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