The video was released as part of Greenpeace’s ongoing campaign calling on LEGO to end its partnership with Shell, which has the popular toy company producing Shell-branded LEGO sets for kids.
“This is about the parameters we set for our kids. If they grow up with oil company branding in the playroom, it sends the message that what these companies are doing is acceptable,” said Greenpeace spokesperson Alex Speers-Roesch. “There's an industry term for it — 'building social license to operate’. But what Shell is doing in the Arctic and to the climate is completely unacceptable.”
Produced and starred in by activists and volunteers, the video depicts a mock product promotion for a new satirical ‘Arctic oil spill’ LEGO set. Passers-by were invited to comment on this new toy that turns an oil spill in the Arctic caused by Shell into a game. The comedic video shows the incredulous and shocked reactions from the public to the promotion.
This short parody aims at raising concern and highlighting how LEGO is colluding in environmental malfeasance in the Arctic by promoting the controversial Shell brand on its toys.
“Companies like Shell can only carry out dangerous activities such as Arctic drilling when they have the social license to do so,” said Speers-Roesch. “Shell is attempting to purchase this social license by partnering with LEGO. We hope this satirical promotion of an ‘Arctic oil spill’ LEGO set will highlight how unacceptable LEGO’s partnership with Shell is, by depicting what that partnership will help bring about: an oil spill in the Arctic.”
The campaign targeting LEGO’s deal with Shell launched on Tuesday 1 July. Since then Greenpeace has garnered more than 700,000 signatures for its petition, and thousands of fans have flooded LEGO’s Facebook, Twitter, and email inboxes urging them to stop lending support to Shell.
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