The best of EcoWatch, right in your inbox. Sign up for our email newsletter!
Victory for Greenpeace Campaign as LEGO Dumps Shell Oil
"It's a massive victory for the million people globally who called on LEGO to stop helping Shell look like a responsible and caring company rather than a driller intent on exploiting the melting Arctic for more oil," said Greenpeace's Ian Duff. "To maintain respectability in the face of growing opposition to Arctic drilling, Shell needs to surround itself with decent and much loved brands—museums, art galleries, music festivals, sports events. LEGO's announcement is an important step towards blowing Shell's cover."
Greenpeace targeted the promotional relationship between the Danish toy company and the multinational energy giant due to Shell's extensive drilling activities in the Arctic, which threaten the area's ecosystem and fuel climate change. While the company suspended its activities there last year following legal challenges and operational mishaps, it's said it will resume drilling in 2015.
The Greenpeace campaign played on the warm and fuzzy association both children and adults have with the versatile, building-block toys to stage a series of attention-grabbing protests. Its video, "LEGO: Everything Is NOT Awesome," attracted nearly six million millions views and helped trigger over a million signatures on its petition. Protests also included a "play-in," where children built Arctic animals out of LEGO at Shell's London headquarters; worldwide recreations of famous protests made from LEGO; lifesize "LEGO" figures descending on a LEGO store in New york's Rockefeller Plaza; and tiny LEGO figures taking over a gas station in Denmark.
Early in the campaign, LEGO tried to punt, saying that Greenpeace should be talking instead to Shell about its Arctic drilling instead of LEGO. Yesterday it conceded.
“We are determined to leave a positive impact on society and the planet that children will inherit,” said LEGO CEO Joergen Vig Knudstorp in the statement. “We don't agree with the tactics used by Greenpeace that may have created the misunderstanding among our stakeholders about the way we operate.”
The marketing partnership between Shell and LEGO goes back to the ’60s. Since 1966, LEGO has sold sets that included Shell gas stations, race cars and tanker trucks, among other items.
“The tide is turning for these fossil fuel dinosaurs that see the melting Arctic as ripe for exploitation rather than protection," said Duff. "The message should be clear; your outdated, climate wrecking practices are no longer socially acceptable, and you need to keep away from the Arctic or face being ostracized by society.”
YOU MIGHT ALSO LIKE
EcoWatch Daily Newsletter
By Carey Gillam
Bayer AG is reneging on negotiated settlements with several U.S. law firms representing thousands of plaintiffs who claim exposure to Monsanto's Roundup herbicides caused them to develop non-Hodgkin lymphoma, sources involved in the litigation said on Friday.
With many schools now closed due to the current COVID-19 outbreak, you may be looking for activities to keep your children active, engaged, and entertained.
Although numerous activities can keep kids busy, cooking is one of the best choices, as it's both fun and educational.
Germany's target for renewable energy sources to deliver 65% of its consumed electricity by 2030 seemed on track Wednesday, with 52% of electricity coming from renewables in 2020's first quarter. Renewable energy advocates, however, warned the trend is imperiled by slowdowns in building new wind and solar plants.
Half the world is on lockdown. So, the constant hum of cars, trucks, trains and heavy machinery has stopped, drastically reducing the intensity of the vibrations rippling through the Earth's crust. Seismologists, who use highly sensitive equipment, have noticed a difference in the hum caused by human activity, according to Fast Company.