LEGO is to end its long-standing partnership with Shell following a global campaign from Greenpeace.
The Danish toymaker has revealed that it will not be renewing its partnership with the oil firm that dates back to 1960.
The company will however honour the current deal in place with Shell that sees LEGO products sold at Shell petrol stations in over two dozen countries.
In response to Greenpeace’s latest viral video campaign to call the partnership to end, LEGO CEO Jorgen Knudstrop revealed that the deal would not be renewed.
“We want to clarify that as thing stand, we will not renew the co-promotion contract with Shell when the present contract ends,” said the firm in a press statement.
“A co-promotion like the one with Shell is one of many ways we are able to bring LEGO bricks in to the hands of more children and deliver on our promise of creative play.”
Despite the result for Greenpeace and its viral video campaign against the partnership, the team behind the popular construction toy also stated that Greenpeace ‘ought to have direct conversation with Shell.’
“The LEGO brand, and everyone who enjoys creative play, should never have become part of Greenpeace’s dispute with Shell.”