Abstract

Playing with LEGO is naturally educational—it supports free play, imagination, and creativity. LEGO is forward‐thinking—it was one of the first toys to promote gender equality. LEGO advertises itself as a lifestyle choice whose values include being part of a team that educates people, that does the right thing, and that prides itself on its wholesomeness. This image is rather different from the reality of LEGO as a for‐profit company. The Greenpeace video undermines the entire ideology behind the LEGO brand and everything it stands for. This chapter examines the relation between one's ideology and politics, on the one hand, and one's status as a consumer of LEGO toys, on the other. It also considers LEGO's long‐standing and problematic partnership with Shell. Shell, of course, is one of the world's largest and most profitable oil companies. The Greenpeace video hints at many possible criticisms of LEGO's relationship with Shell.