Lego ends Shell partnership following Greenpeace campaign
Source: The Guardian
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.
Read more: http://www.theguardian.com/environment/2014/oct/09/lego-ends-shell-partnership-following-greenpeace-campaign
Much more info and several embedded links in the original article.
Here's the video that went viral:
riversedge
(70,310 posts)calimary
(81,508 posts)As in - "baby steps." Little by little. That's how we're building the band. Little by little. Stack one little Lego on top of another. One little step at a time, forward, or a little bit higher, or both. But just little steps. Stack the Legos. One by one. And keep doing it. One by one. And that's how you build.
Indeed! HERE, TOO!!! And in THIS case, quite LITERALLY!!!! THIS IS FANTASTIC!!!!!!!!
Our kids really didn't get into Legos when they were little. My son got his hands on a guitar when he was three, and THAT was pretty much it, from then on. But it's still an expression he can get behind, and understand intrinsically.
dballance
(5,756 posts)Plastics are manufactured from petroleum products.
navarth
(5,927 posts)it's still a good thing.