By dropping Shell, Lego shows new ways to target the astronomical profits of the fossil fuel industries When the call came in that the University of Glasgow had voted to divest its ?128m endowment from fossil fuel companies, I happened to be in a room filled with climate activists in Oxford. They immediately broke into cheers. There were lots of hugs and a few tears. This was big ? the first university in Europe to make such a move. The next day there were more celebrations in climate circles: Lego announced it would not be renewing a relationship with Shell Oil, a longtime co-branding deal that saw toddlers filling up their plastic vehicles at toy Shell petrol stations. ?Shell is polluting our kids? imaginations,? a Greenpeace video that went viral declared, attracting more than 6m views. Pressure is building, meanwhile, on the Tate to sever the museum?s longtime relationship with BP.

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