Lego and Shell - FAQs

Posted by Sondhya Gupta — 1 July 2014 at 10:00am - Comments
lego arctic scene with walrus and oil spill
All rights reserved. Credit: Greenpeace

What has Lego got to do with the Arctic?

Lego has a longstanding relationship with Shell, with plans to renew its deal later this year.

Shell wants to drill for oil in the Arctic. The only reason they’re able to do this is because the Arctic ice is melting because of climate change. Something that oil companies are responsible for. Scientists say that it’s extremely risky to drill in the Arctic and any oil spill in those freezing conditions would be impossible to clean up.

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.

How will targeting Lego help save the Arctic?

Oil companies like Shell face major barriers to their plans to drill in the Arctic. They need regulators to give them permission to drill, and those regulators are less likely to give permission for something the public doesn’t like.

That’s why companies like Shell spend millions on improving their image by putting their branding on the things we, and our children, love – like Lego toys. You can see the current Shell branded toys here.

We’re asking Lego fans to stand up or the Arctic by calling on Lego to cut its ties with Shell.

So what’s wrong with Lego?

Lego is a great company! It has fantastic social and environmental values and has made real leaps forward in reducing its environmental impact. But by partnering with Shell, Lego isn’t living up to those high standards.

By letting Shell put its logo on toys, it’s helping Shell clean up its dirty image and push through its damaging plans. Shell is the real villain here, because it’s ruthlessly threatening the Arctic, and we want Lego to realise that.

How can Lego help?

Lego plans to renew its deal with Shell later this year. Now Shell is moving into the Arctic it’s time for Lego to finally pull the plug on its relationship with Shell.

By putting its logo on Lego toys, Shell is trying to pretend it’s a caring, family-friendly company. But it isn’t. It’s lying to parents and exploiting kids’ love of their toys to build life-long loyalty it doesn’t deserve. Watch this video to see how Shell view their partnership with Lego.

Lego’s deal with Shell makes a big difference. Companies like Shell spend millions on PR to try to clean up their image, so they can keep doing what they do.

We’re calling on Lego to stand up for Arctic protection, and for children, by ditching Shell for good.

Shall we stop playing with Lego?

Children love Lego, so we’re not beginning the campaign by asking them to stop playing with it.

But we are asking parents and Lego fans to stand up for the Arctic and call on Lego to cut ties with Shell.

Lego is a fantastic company, with a strong a social and environmental reputation. But its deal with Shell is a stain on its good name. By promoting Shell branding on its toys, Lego is helping Shell get away with threatening the Arctic, and the unique wildlife that live there. And that’s not OK. It’s time for Lego to stand up for Arctic protection, and for children, by ditching Shell for good.

But I’ve seen Shell logos on Lego for years. Why now?

Lego’s deal with Shell hasn’t changed much in five decades, but the world has and so has Shell.

Shell is one of the biggest oil companies in the world, and its business has huge climate impacts. And now it’s threatening the Arctic, so it’s finally time for Lego to cut its ties.

As the world warms, the Arctic has begun to melt, but instead of seeing this as a warning, Shell sees profit. Shell is planning to exploit the melting to reach some of the world’s last drops of oil. Drilling in the Arctic risks an oil spill under the ice which would devastate the people and animals that live there.

Shell needs to learn that it must change its ways.

But haven’t Shell decided not to drill in the Arctic?

Shell have decided not to drill in the Arctic this summer, but they haven’t said they never will. This is a chance to let them now that we want them to shelve their reckless plans, for good.

Why are you targeting Lego if Shell are the bad guys?

Shell is the one targeting  Lego, using them to clean up their image. We’re stepping in to stop them.

Lego is made from plastic. Doesn’t that come from oil?

Lego blocks are made out of oil, among other things. And that does add to demand for oil, ultimately making investment in extraction of new sources of oil – like in the Arctic – a viable business.

However, 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.

But Shell has made no such environmental commitment and remains hooked on oil, so much so that it wants to go to the ends of the earth, to the icy Arctic, to get it. That’s why Shell are the real villains, undermining Lego’s pledge to reduce their environmental impact.

Why are you using children in this campaign?

Shell is using children, and Lego is letting it. We’re giving kids a voice because they are the ones who’ll have to live with the results of climate change.

Shell is trying to steal the magic of Lego and pretend it’s a caring, family friendly company. But in reality, Shell is one of the biggest oil companies in the world, and its actions have huge climate impacts. And now it’s using the result of climate change – melting arctic ice – to further threaten the Arctic.

Children love the Arctic, and its unique wildlife like polar bears, narwhals, walrus and many other species that are completely dependent on the Arctic sea ice. They wouldn’t want to see them threatened. And of course the only reason Shell can even reach the oil in the Arctic is because global warming is melting the ice. Climate change, and Shell’s part in it, is an incredible threat facing all children around the world.

The threat to the Arctic affects all of us, but especially kids. We’ve learnt that our addiction to oil is destroying our planet. Polar ice is melting, sea levels are rising and extreme weather events are already killing 150,000 people every year.

We’re asking Lego to stand up for Arctic protection, and for children, by ditching Shell for good.


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