Getting a multi-national company to change its ways is usually the kind of dream only fools would try but Greenpeace have done just that, encouraging Danish toy company Lego to end it's 50 year and £70 Million partnership with oil giants Shell.
The move was officially announced today after months of tireless campaigning by Greenpeace.
It is worth remembering that Lego certainly aren't your typical company, hailing from Denmark which is one of the most green conscious countries on earth. They have often got involved in projects either because they were just fun or out of a social responsibility.
It would appear that their decision was made based on the huge public pressure from social media but also by this extremely heartfelt and chilling video produced by Greenpeace, utilizing the iconic Lego characters, which attracted over six million views on Youtube.
In an official statement Lego CEO Jørgen Vig Knudstorp stated that "the company will not renew its co-promotion contract with Shell when the current deal ends." He was however upset by Greenpeace's actions stating that the company was “saddened when the Lego brand is used as a tool in any dispute between organizations.”
This is clearly a big move for the company and a massive blow for Shell, something that Greenpeace UK's Executive Director John Sauven was positive about. In a statement made to The Guardian he stated that "the response from the public to its campaign had been extraordinary in terms of scale and -creativity. “It did touch a bit of a raw nerve about the partnership between the two companies that people thought was completely inappropriate – for a toy company like Lego to partner with an oil corporation – which is a sign of changes that are happening [in public attitudes towards fossil fuel companies],”
This move from Lego can only help to boost their already green credentials, they will now be searching for an alternative to using Crude Oil for the creation of their bricks in future.