A four-month public campaign headed by environmental group Greenpeace has led to Lego, the international toy brand, ending a lucrative deal with the Shell oil company.

The two organisations have business ties dating back to the 1960s and, in 2011, signed an agreement whereby co-branded Lego toys are sold at filling stations in 26 countries. The deal is reported by Britain’s ‘The Guardian’ newspaper to be worth around $US109-million.