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LEGO Ends 50-Year Partnership with Shell After 6M People Campaign to Save the Arctic Sustainable Brands Published 9 years ago. About a 4 minute read. Image: Greenpeace Following an extensive multimedia Greenpeace campaign, LEGO published a statement this morning committing to "not renew the co-promotion contract with Shell."
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Ana Diaz (she/her) is a culture writer at Polygon, covering internet culture, fandom, and video games. Her work has previously appeared at NPR, Wired, and The Verge. Shells are a resource in Lego.
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In 2014, Greenpeace launched an attack on a 50-year brand partnership between Danish toy company LEGO and Royal Dutch Shell, an oil and gas corporation.
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Lego's partnership with Shell dates back to the 1960s. The latest contract, signed in 2011, is worth $110 million. Shell did not disclose when the current contract is set to expire.
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Lego will end its partnership with Shell that dates back to the 1960s after coming under sustained pressure from Greenpeace to end the association. The Danish toy manufacturer said it would continue to honour the current contract with Shell until it expired but didn't disclose when that would be.
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LEGO ends Shell partnership following Greenpeace campaign. Hot off the press: "Toymaker will not renew current multi-million pound deal, that sees Shell-branded LEGO sets sold at petrol stations, following a viral video against Arctic drilling by the green group." Read more at The Guardian.
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Lego and Shell. As part of its Save the Arctic campaign, Greenpeace's most recent action has targeted Lego over its partnership with oil corporation, Shell, which continues to drill in the Arctic.
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LEGOsaystheyre saddened Greenpeace have used its famous brand as a tool in our campaign to stop Shell drilling in the Arctic. Were sad too. Were sad to see such a popular, well-loved brand like LEGO being used by Shell, with the willingness of LEGOs bosses, to help clean up its disreputable image. Greenpeace loves LEGO.
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Lego, the Danish toy maker, said it will stop making Shell-branded play sets, ending a decadeslong relationship with the oil giant amid pressure from environmental group Greenpeace.
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Lego is putting sales above its commitment to the environment by partnering with Shell, according to Greenpeace, which is launching a global campaign to force the world's biggest toymaker to.
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Lego ends Shell partnership following Greenpeace campaign | Oil | The Guardian Toymaker will not renew current multimillion pound deal, that sees Shell-branded Lego sets sold at petrol.
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By letting Shell get its oily hands on kids' toys, LEGO is allowing Shell to pretend it's a caring, family-friendly company and helping it to get away with its Arctic aggression. And children love the Arctic and its unique wildlife like polar bears, narwhals and walruses that are completely dependent on the Arctic sea ice.
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Since the 1960s, Lego has had a series of co-branding marketing partnerships with Shell, and children around the world could play with Shell-branded Lego sets. Today, this partnership comes.
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The decision ends a marketing contract between Lego and Shell that began in the 1960s with Lego toys being distributed at Shell petrol stations in more than 25 countries. The deal is valued at $110m (68m). Greenpeace is claiming a victory, claiming that brands such as Lego should choose their partners "more carefully".