Lego will not renew its promotional contract with Shell, the toy company has said after it was targeted by environmental campaigners who oppose the oil giant's plans to drill in the Arctic.
More than a million people signed a petition calling on Lego to stop promoting Shell because of its plans to drill for oil in the polar region, during a three month campaign by Greenpeace.
Lego currently allows children in many parts of the world to collect sets such as Lego racing cars at Shell stations when their parents fill up with petrol.
Greenpeace had staged 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 with the oil firm.
In a statement, Lego Group president and chief executive Jorgen Vig Knudstorp said the company did not agree with Greenpeace's tactics and the brand should not have become part of the green group's dispute with Shell.
"The long-term co-promotion contract we entered with Shell in 2011 delivers on the objective of bringing Lego bricks into the hands of many children, and we will honour it - as we would with any contract we enter," Knudstorp said.
"We want to clarify that as things currently stand we will not renew the co-promotion contract with Shell when the present contract ends."
Lego refused to say when the current contract expires.
Greenpeace insisted the toy company was doing the right thing under public pressure.