Lego dumps Shell after Greenpeace campaign

Posted by Mike Confino, October 9, 2014


Danish toy maker Lego said Thursday it won’t renew a deal allowing Shell to hand out Lego sets at its gas stations in some 30 countries, following a viral campaign protesting Arctic drilling.

In July, the environmental activist group Greenpeace launched a video that attracted nearly six million viewers. It depicts an Arctic landscape with a Shell drilling platform made of Lego bricks covered in oil.

Lego CEO Joergen Vig Knudstorp said the protest “may have created misunderstandings among our stakeholders,” adding the company didn’t want to be embroiled in the environmental campaign.

via Lego dumps Shell after Greenpeace campaign | Al Jazeera America.

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