Lego looks to be continuing its recent climate-change action campaign.
After ending its promotional deal with Shell, following pressure from Greenpeace that called on Lego to stop making toys with Shell’s branding, the toy company is partnering with sustainability think tank Sustainia and the World Wildlife Fund to host an event in connection with the UN’s Intergovernmental Panel on Climate Change meeting in Copenhagen, focusing on climate change.
Lego, along with Sustainia and WWF, is hosting an event Oct. 27-29 at which hundreds of children will combine 1 million Lego bricks to “build concrete and tangible solutions and ideas for a more sustainable tomorrow.”
The purpose, according to the toy company, is to “provide children with a voice through using the bricks and to inspire new thoughts and alternative means of communicating complex problems such as climate change.”
While the children build, Lego CEO Jørgen Vig Knudstorp and others will talk about corporate responsibility.