Danish toy company Lego will not renew its commercial partnership with Royal Dutch Shell after Greenpeace activists pressured the toy maker to back out of its nearly five decade long relationship with the company.
Lego provides sets of its toys to Shell for distribution at the company’s gas stations in 26 different countries.
The deal is reportedly worth about $116 million.
In July, Greenpeace protested Shell’s planned Arctic exploration program by publishing a Youtube video that depicts an Arctic oil spill using Lego toys.
Lego CEO Jørgen Vig Knudstorp said Lego will continue in its partnership with Shell until its contract runs out later this year but “as things currently stand we will not renew the contract with Shell when the present contract ends.”
Shell said it respects Lego’s decision to end its relationship with the company.
“We respect the right of individuals and organisations to engage in a free and frank exchange of views about meeting the world’s growing energy needs. Recognising the right of individuals to express their point of view, we only ask they do so in a manner that is lawful and does not place their safety or the safety of others at risk,” a Shell spokesman said.
Shell announced in August that it will be moving forward with its previously shelved plans to explore in the U.S. Arctic.
Shell filed an exploration plan at the end of August for up to six Arctic wells with the Bureau of Ocean Energy Management (BOEM) in the hopes of restarting its U.S. Arctic drilling program.
The filing is just one of the many regulatory hurdles the company will have to clear to start drilling in the U.S. waters near Alaska.
The plan calls for two rigs, one owned by Switzerland-based Transocean and one owned by UK-based Noble, to drill separate wells and also be available to provide emergency relief wells, the Financial Times said.
Shell said earlier this year that it would like to restart Arctic drilling by the summer of 2015.