By John Glenday

Lego has bowed to public pressure and vowed that it will not renew its controversial partnership with oil giant Shell once the current 2012-14 deal expires – despite previously protesting that it was better to work directly with the firm.

The U-turn follows publication of a viral Greenpeace video which racked up close to 6m YouTube views with its depiction of an unspoilt Arctic environment (built from lego bricks) being sullied by the march of oil drilling and pipelines.

Confirming the change of heart in a statement Lego chief executive Jørgen Vig Knudstorp said that ‘as things currently stand we Read full story ›

Source: The Drum