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LEGO to live up to long term contract with Shell

Hydrocarbon Engineering,

Yesterday, six Greenpeace activists dressed as LEGO people attempted to deliver a 115 000 strong UK petition to LEGO HQ in Slough. The petition calls for LEGO to stop promoting Shell on its toys.

The signatures on the petition had been collected over a period of three weeks. LEGO responded to the campaign immediately upon its launch at the beginning of the month. Jørgen Vig Knudstorp, President and Chief Executive Officer of the LEGO Group, said in a statement: ‘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.’

‘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’, he added.

LEGO’s partnership with Shell began in the 1960s, and ran into the 1990s with Shell branded LEGO sets. This connection was reinforced with the 2011 co-branding contract. Shell’s head of media relations has described the relationship between the two firms as ‘successful and productive’.

Greenpeace claims that Shell is putting the polar region’s environment at risk and increasing the threat of global warming via its drilling in the region. However, LEGO has emphasized its own environmental commitment. The company recycles 90% of its waste and has pledged to produce more renewable energy than the energy it uses by 2020.

Written by Emma McAleavey.

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