Lego says it will end its promotional deal with Shell after pressure from a Greenpeace campaign that called on the toy company to stop making toys with Shell’s branding.
In a statement released late Wednesday, Lego CEO Jørgen Vig Knudstorp said the company will honor the partnership it entered into with Shell in 2011, but will not renew the contract when it ends. Shell told PR week it ends in 2016.
Greenpeace says Shell is threatening the Arctic and using Lego to neutralize controversy over its climate impacts and plans to drill for oil in the Arctic.
The statement also blasted Greenpeace for using Lego to target Shell. “Greenpeace ought to have a direct conversation with Shell,” it says. “We do not want to be part of Greenpeace’s campaign and we will not comment any further on the campaign.”