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Environmentalists protest Legos — with Legos

Photo from Greenpeace through Twitter

A long-time partnership between two Dutch companies — popular toy block producer, Lego, and oil company, Shell — is being called into question by environmentalists.

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Photo from Greenpeace through Twitter

A long-time partnership between two Dutch companies — popular toy block producer, Lego, and oil company, Shell — is being called into question by environmentalists.

Greenpeace has not taken issue with the toy bricks themselves, which are made with crude oil. In fact, the group is using the toys as a means of protest against Lego's partnership with Shell and the oil company's delayed plans to drill in the Arctic off the coast of Alaska. According to environmentalists, drilling would affect marine life and contribute to global climate change. 

So the group staged Lego protests.

Shell and Lego have been selling toys bearing the oil brand’s logo since last year, resuming a 50-year-old partnership and a strategy employed in the early 1990s. But environmental group Greenpeace is just now protesting the partnership based on the single issue of Arctic drilling. 

The advertising agency representing the partnership between Lego and Shell, which also includes Ferrari, estimated that the deal is worth $116 million.

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