Greenpeace Video Pressures LEGO To Cut Ties With Shell In Order To Save The Arctic


Everything is NOT awesome with the oil corporation's plans to drill in the Arctic

Ross Brooks
  • 10 july 2014

LEGO is one of most beloved and admired toy companies in the world, but the bad news is that Shell has been taking advantage of that reputation to improve their public image and hide plans to pillage oil in the arctic. Thankfully, Greenpeace is on the case, and they’ve created a video to encourage LEGO to cut their ties with the oil company. It depicts an Arctic LEGO scene drowning in oil, and has already managed to rack up over 2 million views in just over 24 hours.

This particular video is focused on the fact that Shell want to drill for oil in the Arctic. In the past this wasn’t possible, but as climate change continues to take its tool, there is more opportunity for oil companies to drill previously inaccessible places. Apart from the fact this would exacerbate global warming further, and damage the area’s delicate ecosystem, scientists also point out that an oil spill in those freezing conditions would be impossible to clean up.


As Greenpeace points out in an FAQ Blog Post:

Shell is spending money on making itself appear caring and family friendly by putting their branding on the things we love and is using its relationship with Lego to divert attention away from its dangerous plans.

The two companies have had ties for around 50 years, and LEGO has plans to renew its deal with Shell at the end of the year. Even though the companies values are at odds with each other, it’s the prospect of greater sales that has so far kept LEGO in cahoots with the oil giant. Greenpeace posed a few thought-provoking questions on this particular point:

Does the world’s most profitable toy company have to put aside its stated values in order to increase its sales? Would LEGO partner with a cigarette company to help bring its bricks to the masses?

Some have argued that LEGO bricks are made from oil, in an attempt to undermine the campaign, but it’s worth pointing out that:

Lego has pledged to phase out the use of oil and replace it with a sustainable alternative by 2030. It’s also worked to reduce its packaging and ensure all its packaging and printed materials are FSC-certified.

If you haven’t already, make sure to watch the video, and then head over to the Greenpeace site and sign the petition – it only takes a few seconds.

Greenpeace / LEGO

Screenshots via YouTube

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