Lego Prefers Not To Be Associated with Destroying the Arctic–Toy Icon Won’t Renew Its Co-Marketing Arrangement with Shell Oil

It’s hard to understand public apathy on important issues, when we’re constantly bombarded with proof that our voices actually matter.

Over the last 50 years, Lego, one of the most revered brands on the planet, has been ensconced in a co-marketing deal with Shell Oil.  Not no more.

Environmental activist group Greenpeace, protesting about the oil giant’s plans to drill in the Arctic, created a YouTube video that went viral (six million views).  Just this last element of public pressure proved too great, causing Lego to put a spear through its relationship with Shell.

We’re blessed to live at a time where ideas really change things.