LONDON (CNN Money) – Lego is set to ditch a 50-year relationship with Shell after coming under intense pressure over the oil giant’s drilling in the Arctic.
A Greenpeace video criticizing the marketing deal went viral, and the environmental activists staged several public protests.
Shell () has been working with Lego since the 1960s, allowing its logo to be used on bricks and figures. Lego products are sold in Shell gas stations around the world.
Lego won’t renew the contract when it expires. Neither company would comment on how much longer the existing deal has to run.