1. Greenpeace is stepping up its campaign to get Lego to end its licensing partnership with Shell to make toys carrying the oil giant's logo, releasing a video parody of The Lego Movie song Everything is Awesome

    UPDATE: The video, which Greenpeace posted Tuesday, has been removed from YouTube. 

    The video begins with an idyllic Arctic scene created using Lego bricks featuring polar bears, husky dogs, hockey players and Santa Claus before cutting to an oil rig adorned with Shell logos. Oil is then poured all over the scene, eventually covering everything but the Shell flag at the top of the rig. 

    UPDATE: The video, which Greenpeace posted Tuesday, was removed from YouTube. On Friday, Greenpeace shared a version of video that it had posted to Vimeo, which appears below.
  2. The video is set to a slower and stripped down rendition of Everything is Awesome, the over-the-top bubblegum pop ear-worm from The Lego Movie, performed by Canadian duo Tegan and Sara. 

    The video concludes with the tagline "Shell is polluting our kids' imaginations." 
  3. Greenpeace began its campaign July 1 as a way to draw attention to Shell's plan to drill for oil in the Arctic. 
  4. Lego responded to the campaign with a series of tweets and a news release clarifying its agreement with Shell. 
  5. "The Greenpeace campaign focuses on how Shell operates in a specific part of the world," said Lego Group CEO Jorgen Vig Knudstorp, in the statement. "We firmly believe that this matter must be handled between Shell and Greenpeace. We are saddened when the LEGO brand is used as a tool in any dispute between organizations."

    Lego said it entered into a "long-term contract" with Shell in 2011 to produce promotional toys with the oil giant's logo. 
  6. Ferrari Model LEGO® Collection TV ad
  7. Greenpeace claims that Shell is using Lego to "clean up its image for dirty oil drilling." 

    "Shell is very obviously using Lego as a way to increase their social license to take on very destructive projects," Greenpeace Canada's Farrah Khan told CBC News

    "There is a moral obligation here to make sure that kids aren't being brainwashed by one of the biggest oil companies on the planet," she said. 
  8. But Lego sets featuring Shell logos go back further than today's kids. In fact, their parents are probably more likely to have played with Shell-themed Lego than they are. 

    The Danish toy maker's partnership with Shell goes back to 1966, with sets like this gas station, featured on the Lego wiki website, Brickipedia. 
  9. Such sets were only available in Europe until more than 20 years later, when Shell gas stations, complete with Lego mini-figure employees, appeared in North America. 
  10. In 1992, Lego stopped featuring Shell logos in its main toy line, replacing it with those of a fictional company, Octan (which is portrayed prominently in The Lego Movie as an all-consuming corporate monopoly). 
  11. Lego continued to produce Shell-themed Lego sets, but only as promotional items sold at Shell gas stations. 

    Currently, the only sets Lego produces featuring the Shell logo is a collection of six Ferrari vehicles that have been available at Shell gas stations in markets in Europe and Asia, but currently only sold in Brazil, India and South Africa. 
  12. What do you think of Greenpeace's campaign? 
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