The Danish toy manufacturer ended its relationship with Shell after a video linking Lego to Shell's controversial practice of arctic drilling went viral on YouTube.

Lego, the Danish toy maker, said it will stop making Shell-branded play sets, ending a decadeslong relationship with the oil giant amid pressure from environmental group Greenpeace.

This post has been updated to include new comment from Shell and added detail on the company's work in the Arctic. Over the last half-century, children have been building and playing with toy ...

The partnership between Shell and LEGO dates back to the 1960s, according to several press accounts. Shell has oil and natural-gas projects or development plans in several Arctic and near-Arctic ...

Toy-maker Lego is ending its decades-long collaborative relationship with oil company Royal Dutch Shell. The Danish-based Lego announced late Wednesday that it would end its promotional deal with ...

(Picture: AFP/Getty Images) Lego will not renew its contract with Shell oil after 50 years promoting the energy giant. The toy manufacturer has been targeted by environmental campaigners ...

COPENHAGEN (Reuters) - Denmark's Lego has said it would not renew a branding contract with oil major Royal Dutch Shell (RDSa.L) in the wake of comments from environmental lobby Greenpeace saying ...

Lego Group, the world’s leading toy maker, will disassemble a 3-year partnership with Shell Oil Co. after a public outcry that was ignited by a controversial video campaign that went viral.

Suddenly, the “Lego Movie” feels like the prologue to a horrible tragedy. ... the organization's latest attack on the toy brick company for its $116 million deal with Shell Oil.

Shell and Lego actually worked with each other in a similar way from the 1960-90s, before Lego just began making toys featuring a fictional oil company called Octan.

Shell Oil might be known for selling fuel, but their logo isn’t limited to gas stations. They’ve also appeared on Lego toy sets for the last 50 years under a unique marketing agreement.