Lego, Shell ‘Put Cash Before Kids, Environment’

Lego is putting cash before kids and the environment, says a Greenpeace report that calls on the world’s biggest toy company to stop making toys with Shell’s branding.

Greenpeace says the oil giant is threatening the Arctic and that Shell is using Lego to neutralize controversy over its climate impacts and plans to drill for oil in the Arctic.

Since 2012, Shell’s Arctic program has faced criticism from environmental groups. In that same period 16 million Shell-branded Lego sets were sold or given away at petrol stations in 26 countries, according to Greenpeace.

The nonprofit says Shell’s PR company valued the most recent two-year deal at $116 million, and reported that Shell achieved a 7.5 percent worldwide sales uplift during the promotion.

Lego has confirmed to Greenpeace that a further co-promotion between Shell and Lego has been agreed to start this year.

The Lego report follows an investigation by Greenpeace ahead of the 2014 FIFA World Cup that found soccer merchandise produced by adidas, Nike and Puma contains hazardous chemicals.