Greenpeace created the stark but very slick LEGO: Everything is NOT awesome film in July in protest against the partnership between Lego and Shell.
The deal saw Shell-branded Lego toys sold at the oil company's gas stations in 26 countries since 2011.
The Greenpeace video depicts Lego huskies and polar bears drowning after what looks like an Arctic oil spill - referencing Shell, which in August signaled its intentions to drill for oil in the region.
The film has gone viral, ratcheting up more than 5.8 million views.
The CEO of the Lego Group, Vig Knudstorp, released a statement which read: "We are determined to leave a positive impact on society and the planet that children will inherit." However, he added: "We don't agree with the tactics used by Greenpeace that may have created the misunderstanding among our stakeholders about the way we operate."
The company will not renew its co-promotion contract with Shell when the current deal ends.
The decision has been lauded by many in the global scientific community.
Greenpeace activists dressed as Lego characters protest in front of a Shell gas station in Santiago, Chile. (AFP)
"The success of the Greenpeace campaign breaking the link between Lego and Shell shows that there is widespread public discomfort at the way fossil fuel companies try to get their 'don't worry about the future' message across by linking to other brands. This is a very positive development, as in my view society is better served by more transparency and less PR smoke and mirrors," said Dr Simon Lewis, a leader in Global Change Science from the University College London.
Since the 1960s, Lego has built play sets branded with the Shell logo. The sets, including Shell filling stations, tanker trucks and Shell-sponsored race cars, have been sold at Shell gas stations and retailers that carry Lego sets.
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