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LEGO-SHELL PARTNERSHIP GOES SOUR; LEGO TAKES A WALK!

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Friday, 10 October 2014
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Lego is set to ditch a 50-year relationship with
Shell after coming under intense pressure over
the oil giant’s drilling in the Arctic.
A Greenpeace video criticizing the marketing deal went
viral, and the environmental activists staged several
public protests.
Shell has been working with Lego since the
1960s, allowing its logo to be used on bricks and
figures. Lego products are sold in Shell gas stations
around the world.
Lego won’t renew the contract when it expires. Neither
company would comment on how much longer the
existing deal has to run.
Greenpeace’s YouTube video was seen by nearly 6
million people. It showed Lego figures and bricks in a
pristine Arctic landscape being enveloped by an oil spill.
The soundtrack for the video was a mournful version of
the ‘Everything is awesome’ theme song from the
popular Lego Movie .
Greenpeace said one million people signed a petition
urging Lego to cut ties with Shell during its three-month
campaign.
It described Lego’s decision as “a huge blow to Shell’s
strategy of partnering with beloved brands to clean up
its dirty image as an Arctic oil driller.”
Lego originally resisted ending the deal, saying
Greenpeace should take up its concerns directly with the
oil company.
Earlier this year, Lego became the biggest toymaker in
the world based on revenue and profit.
The family-owned business surpassed top competitor,
Mattel which is struggling with slumping global
sales and slower demand for Barbie dolls and Fisher-
Price toys.

posted by: @djshyluckjimmy.

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