Everything is NOT awesome.

LEGO signed a new long-term contact with Shell in 2011, but Greenpeace has just come out with a new campaign, releasing the very emotive video shown above.

The campaign, launched last Tuesday, targets LEGO’s deal with Shell, and already has more than 240,000 petition signatures. Thousands of fans have flooded LEGO’s Facebook and twitter pages urging them to stop lending support to oil major Shell.

The partnership is over 30-years old, with the first Shell-branded LEGO toys being released in the early 1980's.

LEGO responded to the campaign by posting a statement online from Jørgen Vig Knudstorp, President and Chief Executive Officer of the LEGO Group (read it here), justifing LEGO’s partnership with Shell as a way of putting “LEGO bricks into the hands of more children” and that LEGO “expect(s) that Shell lives up to their responsibilities wherever they operate”. He said LEGO “intend(s) to live up to the long term contract with Shell”.

Greenpeace responded with a statement on its website shortly after (read it here). It asked, “does the world’s most profitable toy company have to put aside its stated values in order to increase its sales? Would LEGO partner with a cigarette company to help bring its bricks to the masses?”
Greenpeace explained LEGO’s deal with Shell generates kudos and tacit support from millions of people for Shell’s operations. The statement goes on to outline a cacophony of Shell’s environmental wrongs, in the Arctic, and elsewhere.