By John Donovan
The Greenpeace campaign demanding that Lego should end its 50 year partnership with Shell has resulted in a surrender by Lego.
According to a Guardian article published today, the toymaker will not renew the current multimillion pounds deal for Shell branded Lego to be sold at Shell petrol stations in 26 countries.
Lego had previously resisted the relentless Greenpeace campaign protesting about Shell’s plans to drill in Arctic waters.
The campaign targeting the world’s biggest toy maker, included a popular YouTube video – “Everything is not awesome” – which has attracted nearly 6m views.
Lego bows to Greenpeace pressure and ends Shell marketing partnership (MARKETING MAGAZINE)
Commenting on Lego’s decision to terminate the relationship, Vig Knudstorp said: “We want to clarify that as things currently stand, we will not renew the co-promotion contract with Shell when the present contract ends.”
Greenpeace, which described Lego’s announcement as “fantastic news,” vehemently opposes drilling in Arctic waters, saying an oil spill in the area would have a disastrous impact on the marine environment.