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Everything is not awesome in the Arctic, and now LEGO has finally done something about it -- dumping its multi-million dollar partnership with Shell.Everything is not awesome in the Arctic, and now LEGO has finally done something about it -- dumping its multi-million dollar partnership with Shell.

LEGO Ends Partnership with Shell Over Arctic Drilling

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Everything is not awesome in the Arctic, and now LEGO has finally done something about it — dumping its multi-million dollar partnership with Shell.

The toymaker will not renew its marketing deal with the oil giant after submitting to pressure by Greenpeace to end the 50-year partnership.

The Greenpeace campaign, which featured a LEGO-inspired YouTube video that attracted 6 million viewers, attracted fans of the popular toy to stand up against Shell’s proposal to drill in the Arctic.

Initially, LEGO resisted Greenpeace’s pleas, arguing the environmental group should deal with Shell itself, but on Oct.9, the company relented and decided not to renew its contract with Shell. The announcement comes weeks after Shell submitted revised plans to drill for oil in Alaska next year. According to the Huffington Post, the plans look just as “awful” as the original ones and only demonstrates the company’s “staggering incompetence.”

LEGO’s move away from Shell only reiterates the company’s eco-friendly goals, which includes their $500 million investment in wind power back in 2012.

LEGO is the latest in a line of big-name companies, like Google, Microsoft and Facebook, which are pulling its investments from the fossil fuel industry.

And if more global corporations would follow in suit? Now that would be awesome.

Watch the Greenpeace LEGO video here:

Via The Huffington Post 

 

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