LEGO Group A/S (Kirk Kristiansen family controlled, KIRKBI A/S investment vehicle) has faced sustained scrutiny over the historic 2014 Greenpeace-led 'LEGO: Everything is NOT awesome' campaign against LEGO's 50-year Shell-branded toy partnership (LEGO ended Shell partnership October 2014 after 745,000 Greenpeace petition signatures), plus the contested September 2023 LEGO's abandonment of recycled-PET plastic brick prototype affecting LEGO's sustainability roadmap.