Danish toy company LEGO plans to end its promotional deal with oil giant Royal Dutch Shell following an aggressive Greenpeace campaign attacking the relationship.
"As things currently stand, we will not renew the co-promotion contract with Shell when the present contract ends," said LEGO Group CEO JÃ¸rgen Vig Knudstorp in a statement late Wednesday. Shell declined comment on when the contract ends, but PRWeek reports that it comes to a close in 2016.
The Greenpeace campaign attacked Shell's plans to drill for oil in Arctic regions, which the green group calls a major environmental threat. Greenpeace launched a petition drive as well as a video depicting an Arctic vista made with LEGO toys. The viral video shows oil flooding the Arctic scene while a somber version of the LEGO movie song "Everything Is Awesome" plays.
Greenpeace cheered LEGO's move. "It's a huge blow to Shell's strategy of partnering with beloved brands to clean up its dirty image as an Arctic oil driller," said Ian Duff, an Arctic campaigner with Greenpeace, in a blog post Thursday.
But LEGO took a few shots at Greenpeace as it reluctantly announced plans to end the sale of Shell-branded LEGO toys at Shell gas stations.