Category Archives: Highlight

Happy days: Smiley® teams with H&M for ’90s-inspired streetwear

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Smiley® is launching a new streetwear collaboration with fashion giant H&M.

Designed for both men and women, the collection is infused with full-on retro vibes, and is supported by a 90s-influenced, upbeat and vibrant campaign that is “a youthful symbol of defiant optimism”.

The collection includes tie-dye hoodies, loose-fit denim and relaxed joggers, tees, rugby shirts and sport socks, as well as fun, flippant accessories and key pieces like the pile vest and the puffer jacket. The colour palette is light purple, off-white, soft beige and solid black. The vast majority of the collection is made using more sustainable materials.

The Smiley® is a symbol of positivity that has influenced people around the world for almost 50 years, and a cult-status symbol within music, dance and art. The new Smiley® x H&M collection offers “an exciting and playful mix of 1990s style and hyper-modern touches” and launches on November 30 in selected stores and at hm.com.

Q&A: Natasha Dyson, co-founder of ARTiSTORY

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A specialist in cultural IP licensing, ARTiSTORY was co-founded a year ago by industry trailblazers Yizan He and Natasha Dyson. Over the past 12 months the company has secured major partnerships with some of the world’s leading cultural institutions, including the National Gallery, London; the Museum of Fine Arts, Boston; Dunhuang, China, and the Brooklyn Museum, New York.

We caught up with Natasha ahead of the company’s appearance at Brand Licensing Europe this week to talk about how arts and culture licensing works in practice, and the company’s plans for 2022.

You’re a fairly new business. Can you give us a bit of background on you and Yizan and why you founded ARTiSTORY? 

We are indeed, we’re celebrating our 1st birthday at BLE.

Both Yizan and I have been working in the licensing industry for many years, gaining experience that compliments the other. I have a varied background working for agencies and brand owners, as well as my own consultancy, covering all sectors and age groups for the EU market. In fact, this year is my 20th anniversary in licensing.

Over the last 18 years Yizan has developed award-winning licensing programmes across Greater China and North America. He was voted one of the top 250 IP Strategists in 2011 by Intellectual Asset Management Magazine and regularly sits on the judging panel of the Premier Asian Licensing Awards and China Licensing Awards.

There are two key reasons that Yizan and I decided to set up ARTiSTORY. Firstly, art and culture licensing is one of the fastest growing sectors in the global licensing space at the moment.  Secondly, Yizan has spent the previous five years building multimillion dollar licensing programmes for the V&A, British Museum, National Galley, MFA and the MET in China, but his dream was to expand globally. When Yizan and I reconnected just before the start of the Covid pandemic, the idea to set up a business in Europe was born. This rapidly expanded into becoming the global business that we are today.

Can you explain how ARTiSTORY operates? What are your core areas of business? 

ARTiSTORY is a master licensee for our museum partners.  Our license provides us with an extensive range of product categories, everything from fashion to home goods, through topop-up stores and themed hotels, which we can sub-license to retailers, brands and manufacturers.

There are three core pillars to our business: creative development, licensing, and content developer.

ARTiSTORY invests in developing usable artwork that transforms “Artefacts to Merchandise” and appeals to our core target audience: Gen Z and Millennials, art fans and overseas audiences. We have an extensive team of creatives including researchers, designers, content writers and immersive experts, who not only create beautiful designs but ensure that we tell the story of each artefact or artwork though the content we develop.

Once the creative assets have been developed, we license these to global retailers, brands and manufacturers. Our licensing partners have access to exclusive pre-approved artwork that is delivered as layered files to allow customisation, and can immediately be used on products and packaging, thus reducing the time that licensees need to spend on the design and approval process.

Finally, we support our licensees by creating various forms of content such as narrative, live streaming from museums, short-form videos and social media challenges on TikTok. Licensees and retailers can break down the content to use for packaging, swing tickets, in-store POS and for digital marketing purposes. We also work with retailers and brands to create in-store immersive experiences.

Why do you think heritage licensing is such a strong sector at the moment? 

A key appeal to brands and retailers is the longevity and security that art and cultural licensing provides. The global pandemic has sped up the digitalisation of the museum and cultural sector and this digital shift is changing the way that younger demographics engage with art and culture. At ARTiSTORY we are designing digital, sharable tools and engagement strategies which are opening up the cultural world to entirely new audiences.

ARTiSTORY produces twice-yearly theme launches. Can you give us a sneak peek of what’s up and coming next year?

We have four trend led themes for next year:

Botanical Affairs – Taking inspiration from flora and fauna, the harvests from our land; bringing the outdoors in, we engage all senses, to appreciate the natural world around us.

Gathering of the Greats – With over 8,000 years of history within our museums, we catch a glimpse of some of the most creative, innovative makers of the art world.

Let’s Play – Theatre tickets ready, parties to celebrate, dancing across the floor and imagination galore… Entertainment is back, the 2020s can begin, Let’s Play!

Dunhuang – A UNESCO World Heritage site where spices were traded for knowledge, silks for imagination.

What would you like to achieve from BLE this year?

We’ve taken a stand (B219) to ensure we are visual to those who have read about us, but not yet met us. Our focus is on securing licensing partners, retailers and brands that can not only benefit from our having access to our exclusive designs, but also the content we provide for digital marketing.

We’ll be announcing our first licensing partners in the next month or so. I can’t give away too much now, but I can tell you these are multi-territory partners for us across apparel and home electronics. And we have some exciting new artist collaborations coming soon, so watch this space!

Wimpy Kid appoints Brands with Influence to spearhead UK consumer products programme

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On the back of another consecutive international number-one bestselling children’s book and ahead of a new animated movie streaming on Disney+, Wimpy Kid, Inc. has appointed Brands with Influence (BWI) to manage and market its consumer products programme in the UK.

A cartoon fiction series by Jeff Kinney, Diary of a Wimpy Kid is one of the best-selling children’s book series of all time, having sold over 250 million copies in 79 editions and 65 languages since it was first published in 2007. The series is published in the UK by Puffin, and the UK is a major and long-established market for the IP.

With 16 books in the series, Diary of a Wimpy Kid continues to outsell its competitors. The most recent title, Diary of a Wimpy Kid: Big Shot (released 26.10.21), was an instant No #1 in the UK children’s book chart.

The story that started it all, Diary of a Wimpy Kid, will be brought to life as an original movie on Disney+ this festive season. The 3D colour animated feature will release worldwide on the platform on December 3, 2021.

Speaking of the new partnership with Brands with Influence, Vanessa Jedrej, Global Brand Manager at Wimpy Kid, Inc, says: “We’re confident that BWI will apply their wisdom, passion and thoughtfulness to deliver a range of attractive and authentic products that Wimpy Kid enthusiasts will truly treasure. Wimpy Kid has a long-standing, loyal fanbase in the UK and we look forward to partnering with BWI to build an enduring programme that will satisfy both younger children and send our nostalgically devoted ‘Gen Z’ following into meltdown.”

“We are delighted to be entrusted with such a valuable and powerful children’s brand,” says Martin Lowde, CEO at Brands with Influence. “Diary of a Wimpy Kid has an ageless quality and deals with universally relatable themes like family dynamics, surviving middle school, and friendships. Kids across the globe love the style and humour of the books. We are looking forward to creating a strong consumer products programme on this massive brand.”

Brands with Influence will be meeting with key partners and potential licensees at the upcoming BLE in London.

 

 

New US licensing partnerships for Moomins

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King Features Syndicate has announced a robust new licensing programme for the children’s property Moomin as the brand continues to gain momentum in North America. This growth is supported by new consumer product launches, the recent theatrical release of TOVE – a new biopic about Moomins’ creator Tove Jansson – and a Moomin exhibit now open at the National Children’s Museum in Washington, D.C.

On November 5, Just Peachy, a California clothing and accessories brand, released its line of Moomin-inspired apparel, accessories and novelty items including hoodies, sweatshirts, bags and woven throw blankets. Additionally, the fan-favourite Ripple Junction apparel line has been renewed with Moomin-themed tops, loungewear, joggers, swimsuits, mobile phone accessory, pins and more. Moomin characters will appear on assorted apparel, accessories, footwear and skateboard decks from Rowing Blazers in 2022.

The expanded Moomin licensing programme comes on the heels of the biopic TOVE, which was theatrically released in the U.S. earlier this year. The movie follows the artistic struggles and unconventional personal life of Tove Jansson, who found worldwide success from an unexpected side project: the creation of the beloved world of the Moomins.

Now through January 9, 2022, fans in the United States can experience the magic of Moominvalley in person at the National Children’s Museum in D.C. by visiting the “Moomin Animations – Thrills and Cuddles” exhibit. The exhibit is produced by the world’s only Moomin Museum and brought to the U.S. by the Embassy of Finland in Washington, D.C. Combining texts and colourful illustrations, the exhibit retells the story of how the Finnish author Tove Jansson’s beloved Moomin books and comics have been brought to life using animation. Families can enjoy Moomin animation from different eras and parts of the world, from the very first Moomin film to premiere on TV to the most recent, award-winning 3D animation series, Moominvalley. The exhibition is co-produced by the Moomin Museum, the Embassy of Finland in Washington, D.C., National Children’s Museum, Gutsy Animations Ltd. and Moomin Characters Ltd., and is supported by Finarte and Lovi Ltd.

As part of the annual Kids Euro Festival in D.C., organised by the EU Delegation to the United States, the Embassy of Finland and National Children’s Museum distributed 400 free tickets to the exhibition this autumn. In addition, the festival offers a variety of free online programming for everyone to enjoy at home. Upcoming events include The Music of Moominvalley (Saturday, November 20, 10:30 am ET), in which composers Samuli Kosminen and Jarmo Saari share how they made the music for the hit TV series Moominvalley (Gutsy Animations, 2019), and Christmas in Moominvalley (Saturday, December 11, 10:30 am ET). Log on to hear a Moomin story written by Tove Jansson and learn about the holiday traditions of Finland.

“Moomin and its charming characters are known around the world for friendship, love and adventure and have become a true cultural phenomenon,” says King Features Vice President and General Manager, Global Head of Licensing, Carla Silva. “We are thrilled to be sharing the Moomin values with consumers in North America through local products and experiences that the whole family can enjoy.”

First debuted more than 75 years ago, Moomin has an extensive fan base across European territories and is now gaining popularity in North America. The 3D CGI series Moominvalley currently airing in multiple territories around the world.

 

MGM lines up champion licensing programme to celebrate 45 years of “Rocky”

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MGM has announced the kick-off of iconic movie Rocky‘s 45th anniversary celebration with a robust line-up of live events, gaming, and merchandise.

The Rocky franchise has remained a global phenomenon thanks to its universally relatable themes: ambition, passion, determination and giving it your all to be a champion, even when the odds are against you. MGM’s Rocky and Creed films have generated more than $1.3 billion in worldwide box-office sales, three Academy Awards, and ten nominations.

To celebrate the 45th anniversary, a number of live events and activations have been planned for the end of 2021 through 2022, including Rocky-themed athletic runs, in-theatre events, as well as merchandise and new gaming collaborations. The Rocky licensing programme features 70 licensees covering the following categories of goods: Apparel, Accessories, Collectibles, Toy, Gaming, Gift & Novelty, Home, Interactive (console and AR/VR), Costumes/Cos-Play, Events, Publishing, and Stationery. Products will be available throughout North America, Latin and South America, Europe, the Middle East and Asia.

The festivities kicked off in Philadelphia on Thursday with a special screening event of Sylvester Stallone’s ROCKY VS. DRAGO: THE ULTIMATE DIRECTOR’S CUT, and next up is the “Rocky Run,” a 5K, 10 mile, and 13.1 mile run scheduled for 13 November. For fans who can’t make it to Rocky’s hometown, ROCKY V. DRAGO has also been released in other select cinemas nationwide in partnership with Fathom Events, and is available on demand and digitally everywhere from today. Fans can also participate in a virtual “Rocky Run” called the “Rocky Challenge” through 31 December.

Beyond these events, MGM is collaborating with a number of partners including Foot Locker x Diodora, Olympia Le-Tan, Fanattik, and Funko to bring an extensive line-up of merchandise to fans of all ages.  The programme includes:

Fashion collaborations:

  • Foot Locker x Diodora: for the sneaker obsessed! Inspired by characters in the Rocky franchise, Foot Locker, Inc. and Diadora are launching an exclusive new sneaker collection–and you can only find it at the Foot Locker, Inc., family of brands starting this November.
  • Olympia Le-Tan: a brand new, stylish clutch from the celebrated designer featuring the re-imagined iconic poster art of the Rocky film.
  • Contenders: stylish Rocky hoodies and tees featuring the art of the film.

Video Game:

  • Creed: Big Rumble Boxing: a brand-new console/pc game.  Fight as Adonis Creed, Rocky Balboa, and a complete roster of legends from the Creed and Rocky franchise, including Apollo Creed, Ivan & Viktor Drago, and Clubber Lang.  Live out classic Creed and Rocky training moments in thematic mini games.

Collectables:

  • Funko: to celebrate the 45th anniversary, Funko is releasing Pop figures based on Rocky Balboa and Apollo Creed.  The figures depict Rocky and Apollo as they appeared in their heavyweight bout–Apollo in his star-spangled trunks and Rocky sporting his white trunks and swollen eye that inspired the famous line “Cut Me, Mick.”  Pre-orders are available at Entertainment Earth and the figures will release in January.
  • Rocky Limited Editions 24K Gold Plated Bicentennial Superfight Ticket: from Fanattik, fans can score an individually numbered ticket to Rocky Balboa vs. Apollo Creed at the Philadephia Spectrum.

Additional Live Activations:

  • Rocky in Concert: launching with TCG Entertainment in 2022, the Rocky in Concert series will include six musical events for each of six films in the original franchise, beginning with Rocky.  Audiences will be able to hear the iconic music from the films performed live by a full orchestra, while watching the movies on larger-than-life Screens.
  • Bounce app: Fans of the franchise will also be able to download the all-new “Rocky Tour Experience” on the Bounce app, an immersive and unique submersion into the city of Philadelphia offering first-hand experiences at key landmarks from Rocky’s own hometown. Available Nov. 21, Rocky fans can test their trivia knowledge, see behind-the-scenes details and enjoy the City of Brotherly Love through a user-friendly, engaging and fun app companion.

Robert Marick, MGM’s Executive Vice President Global Consumer Products and Experiences, says: “Rocky is a timeless property that continues to appeal to new generations of fans with its inspirational message.  We are excited to celebrate the 45th anniversary with a stellar line up of partners that we are sure will delight devotees of the franchise young and old, and invite new fans to discover the stories of this iconic franchise.”

The Rocky 45th anniversary celebration will continue through 2022 with additional partnerships rolling out through end of year and into next year.

Banijay Brands launches licensing programmes for homes and interiors titles

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Banijay Brands has announced the launch of new consumer products programmes for hit property and garden makeover shows including Interior Design Masters, Your Home Made Perfect and Your Garden Made Perfect. Accompanied by modern creative assets and fresh style guides, the extensive licensing programmes will cover multiple categories spanning consumer products, gaming, experiential and publishing.

Alice Bernardi, Director of International Brand Licensing at Banijay Brands, says: “Demand for off-air extensions from our home improvement and renovation formats is at an all-time high, and this slate of shows is a fantastic addition to our portfolio. These are brands that are synonymous with innovative and stylish transformations, and they offer exciting opportunities for our licensing partners.”

Hosted by Alan Carr, Interior Design Masters, from Banijay label DSP, takes ten fledgling stylists and launches them into the competitive world of interior design to fight it out for the chance to win a life-changing design contract with a prestigious commercial client. The first series of Interior Design Masters premiered in August 2019 as BBC Two’s No.1 show of the day and series two, which launched in February 2021, built on the share of 16-34s by 191% compared to the previous series.

Created by Banijay’s Remarkable Television, Your Home Made Perfect and Your Garden Made Perfect encapsulate the desire from modern homeowners to transform their indoor and outdoor living areas. The series use cutting-edge technology and VR to show homeowners the potential of their spaces, resulting in extraordinary and breath-taking transformations. In the UK, Your Home Made Perfect was awarded Best Original Programme in the 2021 Broadcast Awards and the third series, which launched on BBC Two this year, had its highest ever audience, making it the channel’s number one show of the day. The format has also travelled to the Netherlands and France. The first series of Your Garden Made Perfect delivered an average audience of over 2m viewers, +58% above BBC Two’s primetime average market share and a second series has been confirmed.

Banijay Brands will showcase their portfolio at this year’s BLE (stand C122)

Poetic Brands debuts NFL collection at Primark

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A range of men’s T-shirts and sweatshirts from Poetic Brands, based on the American football league, NFL, will launch in Primark this month. The initial collection will be followed up with a larger offering to coincide with the Super Bowl event in February 2022.

Drawing on the rich history of American Football, the collection will feature the instantly recognisable logo of the NFL, as well as the branding of the popular teams that make up the league.

Founded in 1920, the NFL has become a key part of US heritage and culture and is celebrated throughout all states, having become the most popular spectator sport in the United States.

The popularity of American Football has spread worldwide, providing an extensive fanbase throughout the UK, so much so that international games are now played each year in leading London venues. The NFL London Games returned in 2021 and are being planned again for 2022.

Elliott Matthews, Director of Poetic Brands, says: “We’re really excited to launch the first range with Primark. NFL is an iconic brand, and with excitement gearing for the next Super Bowl early in 2022 and the London Games to follow, we’re sure the collection will be a bit hit with fans.”

 

The Point.1888 jumps on board with new client Flip Out

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Flip Out, the UK’s leading trampoline and adventure park operator, is to embark on its first ever brand licensing programme with the help of its new agent The Point.1888.

With 27 sites across the UK offering slides, free running, inflatables, assault courses, synthetic ice rinks, bumper cars and crazy golf, Flip Out has amassed a huge fanbase. It hopes to use brand licensing to boost engagement and generate new revenue opportunities.

The Point.1888 was Flip Out’s first choice thanks to the agency’s knowledge and experience working with some of the world’s biggest brands in sport and kids entertainment, such as Team GB, British & Irish Lions, CoComelon, Moomin and Blippi.

Product ranges in planning include apparel, activity products and trampolines, and key to the strategy will be Flip Out’s ability to get kids, teens and families away from their screensand having fun in an active way. This is much needed following the release of research earlier this year which showed a 100% increase in kids’ screen activity compared with the same period in 2020.

Hannah Stevens, Head of Sports and Retail, at The Point.1888, says: “We are acutely aware of how the world is progressing as we all spend more time than ever glued to screens. This has also been a major factor in the struggles of retail as people choose to shop online rather than on the high street. Flip Out has a huge opportunity to reverse this trend by using products to entice people to get out and be more active, experiencing more of real life.

“Flip Out is more than a trampoline park; it’s a space to get lost in and explore, with everything from Ninja obstacle courses to Cyber Towers. Combined with its electric urban identity, you really are taken on a complete adventure. It is this purpose, authenticity and creativity that we find incredibly exciting and why Flip Out will be able to deliver incredibly powerful products.”

“The Flip Out brand is focused on getting young people and families active and having fun,” says Richard Beese, Co-Owner at Flip Out. “Our parks offer a range of activities to appeal to all ages and we believe this partnership with The Point.1888 will enable us to deliver these benefits to a wider audience.”

 

ARTiSTORY to celebrate its first birthday at Brand Licensing Europe

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Exhibiting for the first time at BLE, licensing agency ARTiSTORY will be marking its first anniversary at the event.

The company was established last year in the middle of the global pandemic by licensing entrepreneurs Yizan He and Natasha Dyson, with support from Sinofaith IP Investment Company (SIPIC). Twelve months on, ARTiSTORY employs nearly 50 sales, marketing and creative staff in offices in London, Barcelona, Shanghai, Singapore, Beijing and Boston, and has launched its first creative trends and themes ready to be licensed on behalf of its cultural partners.

ARTiSTORY’s first museum partner, The National Palace Museum, Taipei came on board in February 2021, quickly followed by cultural institutions across the world: the National Gallery, London; the Museum of Fine Arts, Boston; Dunhuang, China and most recently, the Brooklyn Museum, New York.

By securing multi-year master licenses with its museum partners, and through its unique “Artefacts to Merchandise” business model, ARTiSTORY creates and licenses on-trend, contemporary prints and patterns inspired by some of the most celebrated artworks in the world. In addition, ARTiSTORY helps global retailers and consumer brands tap into the growing interest in art and cultural content from younger audiences, by providing storytelling content in engaging formats, such as videos, live streaming from museums, immersive shop windows, and pop-up stores.

ARTiSTORY is looking forward to welcoming retailers, brands and manufacturers in all product categories to its stand, B219, which features artwork from its latest style guides.

“I’m so proud of what we’ve achieved in a year”, says Natasha Dyson, Co-Founder and Licensing Director of ARTiSTORY, “Securing five fantastic museum partners and building a global team has been hard work, but at the same time very rewarding. Now we can’t wait to ‘wow’ licensees with our 2022 global creative themes at BLE”.

Yizan He, Co-Founder & CEO of ARTiSTORY, adds: “It’s been my vison for many years to bring art and cultural licensing to a global audience.  Setting up ARTiSTORY has been an incredible journey so far, and with more museum partners joining us soon, and artist collaborations in the pipeline, we’re set to have another busy year ahead.”

BLE EXCLUSIVE: Sine Klitgaard Møller on the LEGO Group’s sustainability initiatives

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The LEGO Group is participating in the BLE Sustainability Activation in partnership with Products of Change at Brand Licensing Europe 2021. The event runs in person from 17-19 November with follow-up online content launching 22 November and online networking taking place 30 November – 1 December. Registration is free at www.brandlicensing.eu

Ahead of the event, Sine Klitgaard Møller, Director Licensing & Extended Line Sustainability Transformation, the LEGO Group, outlines the measures the company has implemented to reduce its environmental impact.

The LEGO Group is being praised for pushing the sustainability agenda in the toy sector. Tell us what you’ve done and still plan to do.

At the LEGO Group, we want to play our part in building a sustainable future and creating a brighter world for children to inherit. We are guided by our Planet Promise, an approach built on the idea of leaving a positive impact.

When it comes to the environment, the LEGO Group is working to minimise the environmental impact of our operations and to make our products and packaging from more sustainable materials. In 2018, we launched our first bio-based elements made from sustainably sourced sugar cane. In 2020, we revealed and started piloting our new paper bags that will hold LEGO bricks in product sets. And earlier this year, we unveiled a LEGO prototype brick made from recycled plastic.

Within our licensing function, we’re working closely with the licensing partners on sustainability initiatives. Our big focus right now is to make our packaging more sustainable and to remove all single-use plastic. One example is the development of packaging guides for our partners, which include material guidelines, inspiration and ideas on how to remove plastic from designs.

We started looking at our licensing portfolio in 2019. We spent a lot of time educating ourselves and hiring experts. Understanding what our environmental impacts were and their magnitude was the first step we took. We then had to prioritise our efforts, as the list of potential projects kept growing, and ultimately, we built a strategy.

Today, we’re at a point where our understanding is deep, and we have created a systematic approach to sustainabiltiy in our licensing portfolio. And we are bringing our partners along on the journey with us. For example, we’re asking them to report through CDP as part of the LEGO Group’s supplier Engage-to-Reduce programme. We are also looking to create more playbooks to help guide our partners on, for example, their product materials challenges.

Do you have key performance indicators that you can share with us?

The targets that are most relevant to my work are firstly, our ambition to remove single-use plastic and transition to more sustainable packaging by end 2025, and secondly, our science-based CO2 target to reduce emissions by 37% by 2032, compared with 2019, which not only covers our own operations but also the supply chain – and includes all of our licensing partners.

What can other brands, manufacturers and retailers learn from LEGO Group’s experience when it comes to sustainability?

I think we can all learn from each other, as it is such a complex agenda to grasp. One thing is for sure, no one can ignore the climate crisis and carry on with business as usual. We must each be open to learning new ways and challenge ourselves to find solutions to the changes we must implement.

My biggest learnings personally came through educating myself on climate change and circular economy principles and understanding the need to partner with environmental experts on my projects. I’m also lucky to work for a creative brand where creative thinking is baked into the way we work.

What will visitors to Brand Licensing Europe see from the LEGO Group in the Sustainability Activation? 

We are excited to share the first brown reduced-print ADIDAS x LEGO shoebox, LEGO CITY bedding with no single-use plastic and a reduced-print packaging card, made by Character World for JYSK, and a LEGO Brick Backpack made from recycled PET plastic bottles, by Carry Gear Solution.

What’s the one message you’d like the licensing industry to take away from visiting you at BLE? 

We want to inspire others to get started on their sustainability journey if they have not already done so. We also want to encourage our peers to join forces and work together, so that we can all learn from one another. Sustainability will be the licence to operate and a requirement of how we do business in the future, which is why it’s so important for us to act now.

What’s the one message you’re sharing with kids – big and small – about sustainability through the LEGO Group? 

The LEGO Group have a responsibility to take urgent action and protect the world that children will inherit. And we’re working hard to play our part in building a sustainable future.

We also believe that children’s voices on sustainability need to be heard, and we want to help give children a greater platform. For example, at COP26, the LEGO Group shared Building Instructions for a Better World with decision makers, informing leaders what young people believe need to happen if we’re to tackle the climate crisis and create a more sustainable future.