Lego, the world's biggest toymaker, ends Shell partnership following Greenpeace campaign
Lego will not renew its marketing contract with Shell after coming under
sustained pressure from Greenpeace to end a partnership that dates to the 1960s.
The environmental campaign group, protesting about the oil giants plans to drill in the Arctic, had targeted
the worlds biggest toy maker with a
YouTube video that attracted nearly 6m views for its depiction of a pristine Arctic, built from 120kg of Lego, being covered in oil.
Initially Lego had resisted Greenpeace, arguing that it ought to deal directly with Shell, but on Thursday it will relent. Jørgen Vig Knudstorp, the toy makers chief -executive, said Lego would honour its existing deal with Shell, which began in 2011, but
as things currently stand we will not renew the contract with Shell when the present contract ends.
Lego toy sets are currently distributed at petrol stations in 26 countries, in a deal valued at £68m. Lego had previously argued that the relationship had a positive impact on the world by inspiring children with its toy sets.
Greenpeace activists also targeted Legoland in Windsor by dressing as Lego figures, while the campaign video, entitled Everything is not awesome attracted 5.9m views.
Full article:
http://www.theguardian.com/environment/2014/oct/09/lego-ends-shell-partnership-following-greenpeace-campaign
Here's the video that went viral: