Greenpeace ups the ante in campaign against Lego-Shell partnership

Greenpeace is plotting the next move in its ongoing campaign against Lego's partnership with Shell.

Greenpeace: Intends to take the battle to Lego over its partnership with Shell
Greenpeace: Intends to take the battle to Lego over its partnership with Shell

Elena Polisano, Arctic campaigner at Greenpeace, told PRWeek: "What Lego needs to know is that we’re feeling excited, we’re feeling fresh and we’re ready to come up with loads of different ideas for the continuation of this campaign."

Polisano was speaking ahead of a creative ideas session that Greenpeace held for its members to develop and escalate its campaign.

Greenpeace wants Lego to end a partnership with Shell that has already seen 16 million Shell-branded Lego toys sold in petrol stations.

The campaign opened this summer, with Greenpeace adding mini-figure protesters to models at Legoland Windsor.

Greenpeace followed up with a take on The Lego Movie song 'Everything is Awesome' which saw happy toy characters drowned by a rising tide of oil.

The campaign group attempted to deliver a petition of 115,000 signatures to Lego HQ in Slough, accompanied by campaigners and children dressed as Lego people, but Lego’s response was to lock its doors and issue a statement that the issue was between Greenpeace and Shell.

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