I think if I were Lego, I'd drop shell, make a Greenpeace limited edition set and donate all the proceeds to Greenpeace.
This is a PR disaster.
I'd then go about making sure we used as much recycled plastic as I could get my hands on.
By the way, the 'everything is awesome' song is a parody of lego's own movie. I just think the advertising company Greenpeace used have done an amazing job.