We want to clarify that as things currently stand we will not renew the co-promotion contract with Shell when the present contract ends.
Following a Greenpeace campaign attracting over a million supporters, LEGO published a statement this morning promising that its promotion deal with Shell will lapse:
"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."
This decision comes a month after Shell submitted plans to the US administration showing it's once again gearing up to drill in the melting Arctic next year, and as it argues with US authorities to lower environmental standards in the Arctic.
During Greenpeace's three month campaign, more than one million people signed a petition calling on LEGO to stop promoting Shell's brand because of its plans to drill for oil in the pristine Arctic.
Ian Duff, Arctic campaigner at Greenpeace, said: "This is a major blow to Shell. It desperately needs partners like LEGO to help give it respectability and repair the major brand damage it suffered after its last Arctic misadventure. Lego's withdrawal from a 50 year relationship with Shell clearly shows that strategy will not work."
"The tide is turning for these fossil fuel dinosaurs that see the melting Arctic as ripe for exploitation rather than protection. The message should be clear; your outdated, climate wrecking practices are no longer socially acceptable, and you need to keep away from the Arctic or face being ostracised by society."
LEGO committed to renewable energy
In stark contrast to Shell, LEGO's policies include a commitment to produce more renewable energy than they use, phase out oil in their products and, in cooperation with its partners, leave a better world for future generations.
In its statement, LEGO argued the dispute was between Greenpeace and Shell. "The Greenpeace campaign uses the LEGO brand to target Shell. As we have stated before, we firmly believe Greenpeace ought to have a direct conversation with Shell.
"The LEGO brand, and everyone who enjoys creative play, should never have become part of Greenpeace's dispute with Shell."
However, Greenpeace insists that while LEGO is doing the right thing under public pressure, it should choose its partners more carefully when it comes to the threats facing our children from climate change.
Due to contractual obligations, LEGO's current co-promotion with Shell will be honoured.
The fossil fuel industry is losing friends, fast
LEGO is the latest in a line of leading global companies to walk away from a relationship with the fossil fuel industry.
In late 2012 Waitrose announced it has put its partnership with Shell on ice and in the last month Microsoft, Google and Facebook all made commitments to end their support for ALEC, a controversial lobby group that campaigns against climate change legislation.
Only weeks ago, the Rockefeller Foundation announced it will begin pulling its investments in the fossil fuel industry.
Shell has also come under pressure for its sponsorship links to UK arts organisations including the Southbank Centre.
"LEGO's decision couldn't have come soon enough", said Duff. "The iconic and beautiful Arctic, and its incredible wildlife, like polar bears and narwhals, is under threat like never before. Arctic sea ice is melting at an unprecedented rate, but instead of seeing the huge risks, oil companies like Shell are circling like vultures.
"Only weeks ago Shell gave us the clearest indication yet that it's planning to go back to the Arctic as soon as next summer."
Shell's Arctic ambitions plagued with difficulties
Shell's past attempts to drill in the Arctic have been plagued with multiple operational failings culminating in the running aground of its drilling rig, the Kulluk.
The extreme Arctic conditions, including giant floating ice-bergs and stormy seas, make offshore drilling extremely risky. And scientists say that in the Arctic, an oil spill would be impossible to clean up meaning devastation for the Arctic's unique wildlife .
But on 28 August 2014 Shell submitted new plans to the US administration for offshore exploratory drilling in the Alaskan Arctic, meaning it's on course to resurrect its Arctic drilling plans as early as summer 2015.
In the past two years, a massive global movement has emerged calling for a sanctuary around the North Pole, to protect the Arctic and its unique wildlife from the onslaught of oil drilling and industrial fishing.
More than six million people have joined the movement, and more than 1,000 influential people have signed an Arctic Declaration, including Archbishop Desmond Tutu, Emma Thompson and Sir Paul McCartney.
On 19 September UN Secretary General Ban Ki-moon, met with Arctic campaigners to receive a global petition and said he would consider convening an international summit to discuss the issue of Arctic protection.