The Truth Behind LEGO’s Decision to Sever Ties with Oil Giant Shell
‘Only the best is good enough’ is the motto of the well known Danish toy brand LEGO. Their philosophy is to enrich the lives of children, developing their imagination through play and additionally making ‘a positive impact’ on the environment and society as a whole.
The LEGO Group wants to leave a positive impact – be it in respect to the Group’s stakeholders or the wider community. The LEGO Group is committed to caring for the environment and the society that children will inherit, and to inspiring and
developing the builders of tomorrow.
The company currently recycles 90% of its waste and is committed to become almost one third more energy efficient in the next five years. LEGO has even pledged to produce more renewable energy than it uses by 2020. LEGO bricks are made using crude oil and alternative more environmentally friendly options are being researched by the company.
Jørgen Vig Knudstorp, the president and chief executive of LEGO says of the brand, “as we expand globally, we are determined to leave a positive impact on society, and the planet that our children will inherit”.
It is surprising therefore that LEGO decided to enter into a contract with one of the World’s leading oil and gas companies, Shell. The partnership offers exclusive kits of LEGO bricks at petrol forecourts, with the intention of reaching as many children as possible.
More than 16 million Shell branded LEGO toys have been distributed this way, in 26 countries as part of the ongoing co-promotion. This partnership has led to widespread public concern and a leading climate scientist, Dr Simon Lewis of University College London spoke out with his thoughts.
“To avoid the most serious impacts of climate change most of the known fossil fuel reserves can’t be used. That puts companies like Shell in a difficult position, as their value is linked to their ability to find and exploit reserves. They need a public relations fix.”
Certainly connecting with LEGO could be considered a positive way to market a brand that is often diminished by some of it’s practises.
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