Lego.ShellOn Thursday morning, The Wall Street Journal reported that Lego is ending its co-branding relationship with Royal Dutch Shell. The move follows pressure from environmental group Greenpeace, which targeted the decades-long partnership in an online video and petition.

Since the 1960s, Lego has built play sets branded with the Shell logo, including Shell filling stations, tanker trucks, and Shell-sponsored racing cars. These have been sold at Shell gas stations and other retailers that carried Lego sets.

In July, Greenpeace circulated an online petition calling for Lego to sever ties with Shell, which it has accused of operating recklessly in exploring for oil in the Arctic. The group released an online video, Lego: Everything Is Not Awesome, which depicts an Arctic wonderland made of Lego bricks that is flooded with spilled oil, and asks viewers to sign the petition urging Lego to sever ties with Shell. According to Greenpeace, the video has garnered more than a million signatures to date.

Late on Wednesday, Lego Chief Executive Jørgen Vig Knudstorp made a statement that the company would not renew its most recent co-promotional deal with Shell, which the two companies signed in 2011. However, Lego will honor the current contract until its expiration.

About the author

Phil Guie

Phil Guie

Phil Guie is an associate editor at Adventure Publishing Group. He writes and edits articles for The Toy Book and The Licensing Book. Phil also serves as lead editor for The Toy Book Blog and The Toy Report newsletter, and manages social media for The Toy Book. But of course, Phil’s pride and joy are his weekly reviews for The Toy Insider, in which he writes about video games, movies, and other cool things. His hobbies include comics, baking, fidgeting, and traveling to off-the-beaten places and making new friends.

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