The Guardian is reporting that Lego will not renew the US$100m marketing contract with Shell, which has existed since 1966, after sustained pressure from Greenpeace.
Jørgen Vig Knudstorp, the Cheif Executive of Lego commented:
We continuously consider many different ways of how to deliver on our promise of bringing creative play to more children. We want to clarify that as things currently stand we will not renew the co-promotion contract with Shell when the present contract ends.
