A 100 square metre billboard in Piccadilly Circus launches the campaign against Mattel's "Barbie" doll, highlighting the link between its packaging and rainforest destruction.
Five Greenpeace climbers evaded security and scaled a building at the centre of one of London's busiest areas before unveiling the huge billboard-style banner, which depicts Ken, Barbie's on-off boyfriend, and reads: "Barbie, You're Dumped. Girls That Threaten Furry Animals Make Me Sick."
The guerrilla tactic follows revelations that the packaging for Mattel's Barbie, the most famous toy in the world, is produced using pulp from the rainforests of Indonesia, home to endangered species such as the Sumatran tiger. Asia Pulp and Paper (APP) has been exposed many times for wrecking Indonesia's rainforests to make products such as packaging.