LEGO has announced it will not renew its contract with Shell ending a 50-year association. It comes three months after a Greenpeace campaign to prevent the exploration of the Arctic which got the support by more than a million people worldwide.
The toy maker has a $110 million marketing contract with Shell which the company will not renew. Since the 1960s, LEGO has built play sets branded with the Shell logo. The sets, including filling stations, tanker trucks and Shell-sponsored race cars, have been sold at Shell gas stations and toy stores.
Three months ago Greenpeace released a video demonstrating an oil spill in the polar region. The video ends with two captions: “Shell is polluting our kids’ imaginations. Tell LEGO to end its partnership with Shell,” urging support for the initiative.