LEGO, the world’s biggest toy manufacturer, has confirmed it will not be renewing a marketing deal with Shell, after a video campaign by Greenpeace went viral.

The video, LEGO: Everything is NOT awesome, shows a landscape made of the plastic blocks and populated by licensed LEGO characters drowning in oil, and prompted the toy giant to sever ties with the petroleum company.

After nearly six million views on YouTube, Greenpeace’s message that “Shell is polluting our children’s minds,” has ended the long-standing agreement between the Danish family-owned toymaker and the British and Dutch oil corporation.

As part of the decades-long "co-promotion" partnership with Shell, LEGO has frequently produced Shell-branded models and sets.

The first Shell-branded LEGO toys were released in 1966, and so far this year the tie-in merchandise has included: sets featuring Ferrari F1 racing cars, a miniature Grand Prix podium, and a toy Shell station with a scientist minifigure.

Now, however, LEGO CEO Jørgen Vig Knudstorp the company will not renew its lucrative marketing contract with Shell after the current agreement expires.

"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," Kundstorp said in a statement.

Greenpeace welcomed the move on its website, saying it's a "huge blow to Shell's strategy of partnering with beloved brands to clean up its dirty image as an Arctic oil driller."

You can watch the Greenpeace video here: