Lego Bows to Greenpeace

A 1-minute, 45-second video has ended a long-term relationship between Lego and Royal Dutch Shell. The Danish toymaker said today that it will not renew a co-promotion deal with Shell, after a Greenpeace video linking Lego with the oil company’s Arctic drilling program went viral.

The video, which shows an Arctic landscape built of Lego blocks being swallowed up in a pool of black oil, “may have created misunderstandings among our stakeholders about the way we operate,” Lego Chief Executive Jørgen Vig Knudstorp said in a statement. Greenpeace has been pressing Lego to end a partnership signed in 2011, in which co-branded Lego toy cars are sold at Shell stations in some countries.

So, Greenpeace squeaks and Lego becomes mousey.