After initially having Greenpeace's super viral “Lego Movie” parody pulled from YouTube, Warner Bros. has withdrawn its complaint and the clip has been put back up on the video site. The video, which drowns characters from WB's mega-hit film in oil, was made as a protest against the toy company's $116 million sponsorship deal with Shell Oil. It had reached over 3 million views on YouTube in just a couple of days, before it was taken down late Thursday. UPDATE (1:02 PM EST): Statement sent by Greenpeace to its member regarding the banned video: It looks like LEGO and its corporate pals are more offended by a video than by the idea of Shell’s plan to drill for Arctic oil. Despite the real risk of a terrible and unstoppable oil spill in icy, pristine waters, Shell is determined to plunder every last drop of oil it can. Just like it’s not OK for a tobacco company to market to children, an oil company has no place promoting its brand on kids’ toys. So that's why we’re asking LEGO to show the world - and our children - that an ethical company won't work with Shell.
Greenpeace continues to build its case against Arctic drilling, its latest high-profile protest piecing together a pair of blockbuster companies: Shell and Lego. The environmental watchdog has launched a new offensive against the toy manufacturer aimed at dismantling its commercial relationship with the Anglo-Dutch supermajor. Greenpeace claims that, since 2012, 16 million Shell-branded Lego toys have been sold or given away at petrol stations in 26 countries. A commercial deal between the two companies was reportedly worth $116 million, with another deal set to start this year, it added. Protesters in six countries around the globe are targeting the Danish player, concerned that the product’s association with the oil industry - and in particular Shell – is damaging children’s perceptions of the Arctic. Activists descended on Legoland outside London to deface Lego scenes of the likes of the UK Houses of Parliament and a World Cup football match with erroneous characters and anti-Arctic drilling messages. One picture shows a polar bear and cub drifting down a river through an idyllic country setting on a tiny ice floe, while another shows two figurines holding a ‘Save the Arctic’ sign near a toy terminal and tanker.