Greenpeace launched its latest campaign against Arctic drilling earlier this week by attacking Danish toy company Lego for teaming up with Shell, one of the world’s largest multinational oil companies with plans to drill in the Chukchi Sea off Alaska.

Lego is selling Shell gas station sets and a number of Lego cars with Shell's logo on it.

“Shell is very obviously using Lego as a way to increase their social license to take on very destructive projects,” says Farrah Khan. “They see this as an opportunity to win over the hearts and minds of children. so that it the future, when they want to continue these kinds of projects, they will have the buy-in from these kids who grew up playing with their Shell toys.

Greenpeace takes on Lego

An ad created by Greenpeace. (Greenpeace)

“There is a moral obligation here to make sure that kids aren't being brainwashed by one of the biggest oil companies on the planet.”

Earlier this week, Greenpeace staged mini demonstrations at Lego Lands in Europe. It placed little Lego men and women protesting Arctic drilling around Legolands in Denmark and London. A mock Lego oil spill was even staged in an attempt to try and get Lego to cut ties with Shell.

The toy giant is not backing down. 

“We firmly believe that this matter must be handled between Shell and Greenpeace," a statement reads. "We intend to live up to the long term contract with Shell.”

The CBC tried to contact Shell but got no response.

Greenpeace plans to stage more protests at Legolands across the globe in the coming weeks.