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

In July, Greenpeace launched a video showing an Arctic landscape with a Shell drilling platform made of Lego bricks covered in oil.

Lego CEO Joergen Vig Knudstorp said Thursday that the protest "may have created misunderstandings among our stakeholders," adding Lego didn't want to be embroiled in the protest campaign.

Lego had kept a low profile over the Greenpeace campaign until Thursday's announcement it would not renew its 2011 promotion deal with the oil company. Lego has declined to give any details about the deal, such as when it expires.

Greenpeace described Lego's announcement as "fantastic news."