Lego ends partnership with Shell

Published on: 10th October 2014

Lego says it will not renew its marketing contract with Shell, denying the move has anything to do with a Greenpeace campaign.LEGO_Logo300

More than a million people signed a petition calling on Lego to stop promoting Shell because of its plans to drill for oil in the polar region, during a three-month campaign by the environmental activists. Greenpeace also staged a series of protests with Lego figures outside Shell garages and national landmarks in a bid to get the Danish company to end its 50-year association with the oil firm.

In a statement, Lego Group president and chief executive Jorgen Vig Knudstorp said the company did not agree with the Greenpeace tactics and the brand should not have become part of the green group’s dispute with Shell. But Mr Knudstorp said Lego would not be renewing its promotional contract with Shell, which currently allows children in many parts of the world to collect sets such as Lego racing cars and a Shell station when their parents fill up with petrol.

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