By placing its logo in thousands of playrooms around the world, Shell tried to insulate itself against anyone who claims that oil companies have no long term place in our society... Not only do our kids influence the way we think and act, they are the opinion formers of tomorrow. And Shell has been trying to buy them off.
We can be proud of the long list of inventions that hail from these islands: the steam engine, railways, steel production, the electric motor, radio, computers, antibiotics, radar, DNA research, industrial automation and the worldwide web have all have their roots in pioneering British work. A Japanese survey once found that 56 per cent of the world's greatest inventions come from these shores.
Oil companies aren't known for their ethics. Last month an ExxonMobil pipeline spill in Mayflower, Arkansas, wreaked havoc in the small town, destroying people's houses, gardens and local wildlife. It doesn't fill you with confidence that the oil industry's investment in a fragile area of British culture can be trusted.
This was meant to be a blog about Waitrose's relationship with fossil fuel giant Shell (Waitrose had been considering plans to open up shops in Shell petrol stations across the country), calling on Waitrose to end their partnership with the mass polluter. But Waitrose must be mind-readers because on Wednesday they did just that.