Six Greenpeace activists, dressed as LEGO figures, travel from Paddington Station in London to the LEGO HQ in Slough to try to deliver a petition. The 115,000 signatures petition, collected in just three weeks, asks the toy company to cut ties with Shell and help 'Save the Arctic." For the last few years Shell has been using LEGO’s brand to clean up its image as an Arctic oil driller. 16 million Shell branded LEGO sets have been sold or given away at petrol stations in 26 countries. It’s not only helped Shell sell more petrol (7.5% rise during the promotion) it is also starting to build brand loyalty with the next generation of consumers, voters, investors, business leaders and politicians. That’s why Greenpeace says: If you want to stop Shell polluting the Arctic, you have to stop Shell polluting our kids’ minds.