Lego cancels Shell deal after Arctic drilling protest

Lego has pulled out of a deal with Royal Dutch Shell PLC over controversy regarding oil drilling in the Arctic.

The Danish toy maker announced Thursday that it wouldn't renew its 2011 deal with Shell, which allows the gas station to give Lego sets to customers buying at least 30 liters (7.8 gallons) of gas.

The announcement comes after activist organization Greenpeace launched a viral video campaign depicting a Shell drill in the Arctic made of Lego bricks covered with oil. Shell has expressed plans to drill for oil on Alaska's Arctic coast.

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Joergen Vig Knudstorp, Lego's CEO, said in a statement that the Greenpeace protest "may have created misunderstandings" among Lego stakeholders. Vig Knudstorp added that Lego didn't want to be a part of the controversy, saying the company had urged Greenpeace to approach Shell directly. Greenpeace, meanwhile, said the Lego announcement was "fantastic news."

Lego will continue the Shell agreement until its expiration, though Vig Knudstorp did not offer a set date.