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“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,” said Duff. “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.”
The campaign kicked off this morning, including a surge of pocket-sized protests at LEGOLAND in the UK with banners being hung, saying “Save the Arctic” and “block Shell.”
The campaign is spreading quickly on Twitter, including these recent tweets:
Hey @LEGO_Group don’t let Shell pollute our kids’ minds. #BlockShell at http://t.co/zpgDKvor0N Thanks @UHCstudio pic.twitter.com/FjzRq0YieZ
— Save The Arctic (@savethearctic) July 1, 2014
A #CriticalMass of @LEGO_Group protesters has displayed a banner at Piccadilly Circus in London #BlockShell pic.twitter.com/y84xc6Ivxa
— Save The Arctic (@savethearctic) July 1, 2014
LEGO say they want the best future for our kids…are they full of hot air? #BlockShell at http://t.co/zpgDKvor0N pic.twitter.com/4flzwuzlYT
— Save The Arctic (@savethearctic) July 1, 2014
Even the sharks want to #BlockShell @LEGO_Group get out of dirty @Shell business! #SaveTheArctic pic.twitter.com/N4MyReGXvU
— Sini Saarela (@SiniSaarela) July 1, 2014
LEGO people trying to stop a losing streak in the Arctic. @Lego_Group should #BlockShell at http://t.co/zpgDKvor0N pic.twitter.com/2tGnh4Tl9J
— Save The Arctic (@savethearctic) July 1, 2014
“Children form strong emotional attachments in childhood that last a lifetime, and companies know that all too well,” said Susan Linn, a psychologist at Harvard Medical School and author of Consuming Kids: The Hostile Takeover of Childhood. “Adverts aimed at children are bad enough, but branding their favorite playthings gain companies like Shell many hours and even days of their dedicated time, energy and love. We need to protect children’s imaginative play from branding for many reasons, including the important need for them to explore their own ideas and develop their own world view.”