LEGO needs to stop essentially shilling for Shell

Birdday!

Birdday!

LEGO building blocks remain my all-time favorite toy. Even more favorite than bourbon or my dive kit.

As a child, I spent hours hidden away in my room, imagination running wild, building, deconstructing and rebuilding parts of the LEGO city pictured in the fuzzy image below. I could never get enough and they were a prominent part of every birthday, Christmas or other gift-receiving occasion.

I vividly remember my giant airport, my train set, my pirate’s island and more. As an 11-year-old, I spent my savings on spare LEGO building blocks so I could build mass housing for my city from scratch.

This is a version when I was 8. By age 12 it was more than double this size.

This is a version when I was 8. By age 12 it was more than double this size.

And I even had a Shell-branded gas station. Today, I shiver at the thought.

Of course, it was a different time. Few openly resisted such things as surreptitious marketing or product placement in child’s toys. Hell, I didn’t really think about this particular horror until a few years ago.

But given the state of our world, our politics and our understanding of climate science, it’s time that LEGO cut ties with a corporation whose business model depends on destroying the environment. Every day that LEGO continues to shill for Royal Dutch Shell, it otherwise lends the company a false, friendly and benign air.

I hear some folks: “Come, on, it’s just a little bit of product placement and branding.” They’re two Dutch companies, after all. And how many kids at some point have toys — think model cars and trucks covered in ExxonMobil stickers — labeled with the name of this or that company?

This is more than just banal advertising. Through LEGO sets in the hands of children, Shell markets a subtle-but-dangerous message that it’s institutional, that it belongs, that it’s noncontroversial, that it’s fundamental and that it should be accepted. That the Big Oil economy — which includes Shell’s continued attempts to drill in the arctic — is as “harmless” as apple pie (or maybe stroopwafels).

If LEGO started making new sets called Oil Rig Spill Disaster or Warming, Rising Seas, then I wouldn’t complain. That’d be honesty in advertising.

Want a visual appeal that will punch much harder? Watch this brilliant Greenpeace video and sign.

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