Since the 1960s, Lego has had a series of co-branding marketing partnerships with Shell, and children around the world could play with Shell-branded Lego sets. Today, this partnership comes to an end: Lego has announced its intention not to renew its contract with the petroleum giant.
"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," wrote Lego Group CEO Jørgen Vig Knudstorp 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."
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