Lego To End Partnership With Shell

Lego To End Partnership With Shell
SHARE
THIS



The Greenpeace campaign worked. Lego will dump Shell.

You might recall the emotive campaign staged by the environmental activist group earlier this year. If not, this video will bring you up to speed.

It turns out the efforts of Greenpeace have paid off.

In a statement released by CEO of the Lego group, Jørgen Vig Knudstorp, the company said they would not renew the co-promotion contract.

“The long-term co-promotion contract we entered with Shell in 2011 delivers on the objective of bringing Lego bricks into the hands of many children, and we will honour it – as we would with any contract we enter,” the statement read.

“We continuously consider many different ways of how to deliver on our promise of bringing creative play to more children.

We want to clarify that as things currently stand we will not renew the co-promotion contract with Shell when the present contract ends.

Three months ago Greenpeace began its campaign to get the toy giant to end the partnership with the oil company. Lego men were drowned in oil followed by children being put at the heart of the campaign.

“During Greenpeace’s three month campaign, more than one million people signed a petition calling on Lego to stop promoting Shell’s brand because of its plans to drill for oil in the pristine Arctic,” the Greenpeace release states.

“In stark contrast to Shell, Lego’s policies include a commitment to produce more renewable energy than they use, phase out oil in their products and, in cooperation with its partners, leave a better world for future generations.”

Within the statement about the ending of the decades long partnership, Lego’s Knudstorp says the brand should never have become a part of Greenpeace’s campaign against Shell.

“The Greenpeace campaign uses the Lego brand to target Shell,” he said. “As we have stated before, we firmly believe Greenpeace ought to have a direct conversation with Shell. The Lego brand, and everyone who enjoys creative play, should never have become part of Greenpeace’s dispute with Shell.”

The partnership has been ongoing since the 1960s with numerous play sets branded with the Shell logo.

Please login with linkedin to comment

Advertising Standards Bureau Bauer BlockShell Brazil Clemenger BBDO Sydney storify walkley

Latest News

Women in Media’s Doris Li: “Listen To Your Heart And Go For It, Then Settle For Extraordinary”
  • Media

Women in Media’s Doris Li: “Listen To Your Heart And Go For It, Then Settle For Extraordinary”

How Communications’ China marketing director, Doris Li, believes ad-land professionals must be courageous enough “to be abnormal”, and listen to their hearts, to be fearless in times of change. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating […]

by B&T Magazine

B&T Magazine
Study: New Business Wins Still Resilient, But Creative Finding It Tougher Going Than Media
  • Advertising
  • Media

Study: New Business Wins Still Resilient, But Creative Finding It Tougher Going Than Media

The holding companies might be losing as much as 23 per cent of their revenue year-on-year, but new business has remained relatively resilient through 2020, the lastest research from R3 has revealed. In the first half of 2020 total new business revenue decreased 10 per cent globally – but creative agencies are having to find […]

by B&T Magazine

B&T Magazine
I’m Not Loving ‘Karens’, For What They Highlight About Our Society
  • Opinion

I’m Not Loving ‘Karens’, For What They Highlight About Our Society

In this guest post, the CEO of PR/comms agency Extollo, Katy Denis, examines the social phenomenon of our time – the entitled ‘Karens’ amongst us & why they can be such a danger… Until last week, I had no idea who or what a “Karen” is. Thanks to (and I use that term very lightly, […]

Opinion

by B&T Magazine

B&T Magazine
The Mint Partners Wins Pernod Ricard, Cemoy & Little National
  • Advertising

The Mint Partners Wins Pernod Ricard, Cemoy & Little National

Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]

opr Adds DocuSign To Client Roster
  • Media

opr Adds DocuSign To Client Roster

Sure, it might not be a Coke or a Qantas, but opr think this win significant enough to send well-meaning press release.

Stan Acquires Heckler Co-Produced Biopic On F1 champion Sir Jack Brabham
  • Media

Stan Acquires Heckler Co-Produced Biopic On F1 champion Sir Jack Brabham

A feature length documentary on the extraordinary racing career of Australia’s first Formula 1 champion, Sir Jack Brabham, co-produced by design, animation and visual effects house Heckler, will be available on Stan exclusively from this Friday – 7 August. Directed by Ákos Armont (Aurora Films) in association with Heckler, whose co-founder Will Alexander served as […]

Would TikTok Be Missed?
  • Opinion

Would TikTok Be Missed?

Columnist poses the question - would TikTok be missed? B&T says not as much as vanilla Paddle-Pops or Best Of Red Faces.

Opinion

by B&T Magazine

B&T Magazine
Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series
  • Media

Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series

In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]