Lego partnered with the oil company Royal Dutch Shell in the 1960s, using the company's logo in some of its construction sets. This partnership continued until the 1990s, and was renewed again in 2011. In July 2014, Greenpeace launched a global campaign to persuade Lego to cease producing toys carrying the oil company Shell's logo in response to Shell's plans to drill for oil in the Arctic. Shell's PR company valued the most recent two-year deal with Lego at $116 million, and reported that Shell achieved a 7.5% worldwide sales uplift during the promotion video from Iris International. Lego announced that when the latest contract between the two companies comes to an end it will not be renewing it.