Lego will no longer renew its promotional tie up with Shell after Greenpeace called their attention about its marketing deal with the oil firm. The statement was published by Greenpeace sometime in July, with the title, "LEGO: Everything is NOT awesome," through a two-minute video showing a Lego Landscape swimming in oil. At the end of the video, which caught almost 6 million perspectives on You Tube states Shell is "polluting our kids' imaginations."

"A co-promotion contract like the one with Shell is one of many ways we are able to bring Lego bricks into the hands of more children. ... The Greenpeace campaign focuses on how Shell operates in a specific part of the world. We firmly believe that this matter must be handled between Shell and Greenpeace. We are saddened when the Lego brand is used as a tool in any dispute between organizations.

We expect that Shell lives up to their responsibilities wherever they operate and take appropriate action to any potential claims should this not be the case. I would like to clarify that we intend to live up to the long term contract with Shell, which we entered into in 2011."

As component of a "co-promotion" with Shell, Lego regularly releases Shell-branded toy sets. Basically, Lego shook-off Greenpeace's advocacy, saying the issue should be handled between Greenpeace and Shell. On the other hand, Lego Chief Executive Office Jorgen Vig Knudstorp explains the firm will respect its marketing agreement with Shell, which was affixed in 2011, but will not renew it further.

Kundstorp explained in a statement, "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,"