Greenpeace’s latest campaign will target the LEGO toy manufacturer, criticising it for its involvement with Shell, the oil and gas giant. The global campaign will take place across six continents.

Greenpeace accuses LEGO of putting sales above its commitment to the environment and to children’s futures. The independent global campaigning organisation is calling for LEGO to stop making toys with the Shell branding on. Greenpeace accuses Shell of participating in the destruction of the Arctic. It also claims that it is using the toy company to neutralise controversy surrounding its environmental impact and plans to drill in the Arctic.

Since 2012 Shell’s Arctic programme has faced fierce criticism from environmental NGOs and regulators. In the meantime, Shell branded LEGO sets have been sold and given away at petrol stations making Shell an important sales generator for LEGO. Shell’s PR company valued the most recent two-year deal at $116m.

Ian Duff, Arctic campaigner at Greenpeace, says, “Children love the Arctic and its unique wildlife like polar bears, narwhals and walruses that are completely dependent on the Arctic sea ice. It’s a fragile environment and an oil spill would be devastating. And of course the only reason Shell can even reach the oil is because global warming is melting the ice.

“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. 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.”

So far the campaign has involved protests at the LEGOLAND Windsor mini-world and an online film titled, 'LEGO: Everything is NOT awesome'.

Jørgen Vig Knudstorp, CEO of the LEGO Group, says, "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 organisations. 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. I would like to clarify that we intend to live up to the long term contract with Shell, which we entered into in 2011."

NB: The youtube video has since been blocked by YouTube due to a copyright claim issued by Warner Brothers. The video is now available on Vimeo, YouTube's rival video service. (11/07/14)