Lego is ending its partnership with Anglo-Dutch oil giant Shell after a Greenpeace campaign showing Lego figures disappearing under oil in the Arctic went viral.
The YouTube video, which has been viewed over six million times, shows the Arctic slowly disappearing under oil as a Shell flag waves and a suited businessman smokes a cigar.
Lego chief executive Jørgen Vig Knudstorp said in a statement Lego will honour its existing deal with Shell, which began in 2011, but that as things stand, the contract will not be renewed.
According to the Guardian, Lego’s partnership with Shell dates from the 1960s and has involved Shell-branded toy sets being sold around the world.
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