The environmental enthusiasts of Greenpeace have kick-started a new campaign for the next-generation front, after its efforts in Mac, PC, laptop, and mobile phone battlefield sallied forth to improving levels of cleanliness. Now Sony Computer Entertainment, Microsoft Game Studios, and Nintendo Company Ltd. are next on Greenpeace's list, and it's time for the big three to start taking their trash out.

The Sony PlayStation 3, Microsoft Xbox 360, and Nintendo Wii have parts similar to computers and thus also are manufactured with the older non-Greenpeace compliant compounds formerly found in the most unclean of computer hardware. Hazardous chemicals and compounds found in those components have been reduced by giants Apple, Lenovo, and DELL, so Sony, Microsoft and Nintendo are also expected to conform to the same levels of cleanliness.

Of all three, Sony (the entirety and not just SCE) is the most noted in Greenpeace's books, for the consumer electronics giant is already ahead on managing the turnover of obsolete electronics hardware and its reuse. Unfortunately, it doesn't bode well for the company's toxic usage, because Sony is right on par with Nintendo and Microsoft's levels of electronic component toxicity.

So it would appear that a new race is in place for the next-generation consoles, and this time it doesn't depend on sales, profit, or technical specs. Promo vid follows below, but try not to watch it while downing a beverage.