By Jonathan Davies
Lego had said it will not renew its promotional contract with Shell after a Greenpeace campaign criticised the oil giant.
Lego has sold petrol station and oil rig toy sets featured Shell branding and Shell has given out Lego at its petrol stations in more than 30 countries since 2011, but it is not clear when the deal expires.
The decision comes after Greenpeace released a video campaigning against Arctic drilling by oil companies. In the video, Lego toys are seen drilling into the Arctic and eventually drown all of the ice in oil.
The video, entitled 'LEGO: Everything is NOT awesome.', had been seen more than six million times at the time of writing.
Greenpeace has accused Shell of using Lego to build brand loyalty with the "next generation of customers". Responding to Lego's decision, Greenpeace said: "It should choose its partners more carefully when it comes to the threats facing our children from climate change."
In a statement, Lego president and chief executive, Jorgen Vig Knudstorp, criticised the environmental group for involving the toy company in its dispute with Shell.
He said: "The Greenpeace campaign uses the Lego brand to target Shell. We firmly believe Greenpeace ought to have a direct conversation with Shell.
"We do not agree with the tactics used by Greenpeace that may have created misunderstandings among our stakeholders about the way we operate."
Shell said the Lego deal "has been a great success and will continue to be as we roll it out in more countries across the world".
The oil giant has been drilling in the Arctic since 1918 and is due to spend billions of dollars over the next decade.
"The extreme Arctic conditions, including giant floating icebergs and stormy seas, make offshore drilling extremely risky," Greenpeace said.
"Scientists say that in the Arctic, an oil spill would be impossible to clean up meaning devastation for the Arctic's unique wildlife."
You can see the full Greenpeace video here.
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