"Toymaker will not renew current multimillion pound deal, that sees Shell-branded Lego sets sold at petrol stations, following a viral video against Arctic drilling by the green group"

"Lego will not renew its marketing contract with Shell after coming under sustained pressure from Greenpeace to end a partnership that dates to the 1960s.

The environmental campaign group, protesting about the oil giant’s plans to drill in the Arctic, had targeted the world’s biggest toy maker with a YouTube video that attracted nearly 6m views for its depiction of a pristine Arctic, built from 120kg of Lego, being covered in oil.

Initially Lego had resisted Greenpeace, arguing that it ought to deal directly with Shell, but on Thursday it will relent. Jørgen Vig Knudstorp, the toy maker’s chief -executive, said Lego would honour its existing deal with Shell, which began in 2011, but 'as things currently stand we will not renew the contract with Shell when the present contract ends'."

Adam Vaughan reports for the Guardian October 9, 2014. [2]

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Greenpeace Lego Video [3]