HuffPo: Lego Axes Partnership With Shell After Greenpeace Video Goes Viral

Following an emotional campaign that pulled heartstrings worldwide, the much-loved toy company Lego has bowed to public demands and axed its long-standing partnership with the oil giant Shell.

After Greenpeace released a viral video using Lego's toys to illustrate an Arctic oil spill, more than a million people signed a petition calling on the toy company to stop promoting Shell because of its plans to drill for more oil in the polar region.

The video went viral during Greenpeace's powerful three month campaign, which also saw the environmental group stage a series of tiny protests with Lego figures outside Shell garages and national landmarks in a bid to get the Danish company to end its 50-year association and $110 million (£70m) marketing contract with the oil firm.

The Greenpeace video ends with two captions: "Shell is polluting our kids' imaginations. Tell Lego to end its partnership with Shell". MORE