According to Greenpeace, everything is not awesome in Lego land.
In a video less than two minutes long, the environmentalist organization calls for the Danish toymaker to divorce itself from Shell Oil Company. Greenpeace is demanding for the split because it says Shell is using Lego as a way to sell propaganda to children.
London creative agency "Don't Panic" created the video, which features Lego buildings and minifigures drowning in a black oil-like goo. Lego frequently releases Shell-branded building sets, which it calls "co-promotion" in its statement on the video:
"A co-promotion contract like the one with Shell is one of many ways we are able to bring Lego bricks into the hands of more children. ... The Greenpeace campaign focuses on how Shell operates in a specific part of the world. We firmly believe that this matter must be handled between Shell and Greenpeace. We are saddened when the Lego brand is used as a tool in any dispute between organizations.
We expect that Shell lives up to their responsibilities wherever they operate and take appropriate action to any potential claims should this not be the case. I would like to clarify that we intend to live up to the long term contract with Shell, which we entered into in 2011."
At the time of publication, the Greenpeace petition has more than 300,000 signatures.
It might be difficult for Lego to completely divorce itself from Shell, as it needs petroleum and natural gas to manufacture the plastic in its toys.
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