Danish toy maker Lego said Thursday it won't renew a deal allowing Shell to hand out Lego sets at its gas stations in some 30 countries, following a viral campaign protesting Arctic drilling.

Toys such as Metalbeard's Sea Cow, a Jungle Tree Sanctuary and Arctic Base Camp were among the favourites. Sales also rose by double digits in Britain, France, Russia and China, Lego said.

Environmental activists Greenpeace launched in July a video showing an Arctic landscape with a Shell drilling platform made of Lego bricks covered in oil. Lego CEO Joergen Vig Knudstorp said the ...