Has Lego bowed to Greenpeace pressure on Shell?

More than a million people signed a petition calling on Lego to stop promoting Shell because of its plans to drill for oil in the polar region, during a three month campaign by the environmental activists.

Greenpeace also staged a series of tiny protests with Lego figures outside Shell garages and national landmarks in a bid to get the Danish company to end its 50-year association with the oil firm.

In a statement, Lego Group president and chief executive Jorgen Vig Knudstorp said the company did not agree with the Greenpeace tactics and the brand should not have become part of the green group’s dispute with Shell.

Greenpeace campaign

He said: “The Greenpeace campaign uses the Lego brand to target Shell. As we have stated before, we firmly believe Greenpeace ought to have a direct conversation with Shell.

But Mr Knudstorp said Lego would not be renewing its promotional contract with Shell, which currently allows children in many parts of the world to collect sets such as Lego racing cars and a Shell station when their parents fill up with petrol.

We do not want to be part of Greenpeace’s campaign and we will not comment any further on the campaign. Lego president Jorgen Vig Knudstorp

“We want to clarify that as things currently stand we will not renew the co-promotion contract with Shell when the present contract ends. We do not want to be part of Greenpeace’s campaign and we will not comment any further on the campaign.”

Video: Greenpeace protesters attack Lego over Shell support (July 2014)

Shell has indicated it will attempt to drill again next year in the US Arctic, despite previous problems culminating in its drill vessel the Kulluk running aground as it was being towed across the Gulf of Alaska in 2012.

A Shell spokeswoman said: “Our latest co-promotion with Lego has been a great success, and will continue to be as we roll it out in more countries across the world. We don’t comment on contractual matters.

The tide is turning for these fossil fuel dinosaurs that see the melting Arctic as ripe for exploitation. Greenpeace

“We respect the right of individuals and organisations to engage in a free and frank exchange of views about meeting the world’s growing energy needs.

“Recognising the right of individuals to express their point of view, we only ask that they do so in a manner that is lawful and does not place their safety or the safety of others at risk.”

Ian Duff, Arctic campaigner at Greenpeace, said: “This is a major blow to Shell. It desperately needs partners like Lego to help give it respectability and repair the major brand damage it suffered after its last Arctic misadventure.

“The tide is turning for these fossil fuel dinosaurs that see the melting Arctic as ripe for exploitation rather than protection.”