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For Immediate Release


Press Release

Greenpeace Launches LEGO Protest-O-Matic to Save the Arctic


Today Greenpeace USA launched an online “Protest-O-Matic,” the newest phase in the global campaign to end LEGO’s partnership with Shell. Coming on the heels of the sensational viral video “Everything Is NOT Awesome” (currently at 4 million views), the “Protest-O-Matic”allows users to create their own protest signs featuring the iconic LEGO mini-figurines.  


“We wanted to give our supporters and the LEGO toys themselves a voice in this fight.” Greenpeace USA Arctic campaign strategist Tyler Sanville said. “People around the world have already said they don’t want their toys used for oil company propaganda, and now the toys have a chance to say it, too.”


The “Protest-O-Matic” features a LEGO Arctic explorer holding a blank placard in front of a Shell-branded LEGO gas station. The placard displays either user-generated protest slogans or poignant — and at times hilarious — slogans determined by chance. The site also depicts two LEGO Arctic oil disaster scenes and one extremely messy polar bear.  

Everything is NOT Awesome


Click here to see what it’s all about:

Shell is under pressure from regulators and NGOs over the oil giant’s plans to drill in the Arctic in 2015. Greenpeace’s campaign says LEGO is implicated in the threat to the Arctic by promoting the controversial Shell brand on its toys. The campaign targeting LEGO’s deal with Shell launched on Tuesday 1 July, and already has nearly 500,000 petition signatures. Thousands of fans have flooded LEGO’s Facebook and Twitter pages urging them to stop lending support to oil major Shell.






Greenpeace is a global, independent campaigning organization that uses peaceful protest and creative communication to expose global environmental problems and promote solutions that are essential to a green and peaceful future.

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