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It’s showtime! Products of Change’s future focus for Licensing Expo by Robert Hutchins, Editor at Products of Change Products of Change (POC) is committed to working with its partners to bring high quality content and products to the Licensing Expo in Las Vegas. Here’s a preview of what you’ll find at the POC booth (S226). Building the Change
Licensing is going through a period of transformation and the tone of Las Vegas Licensing Expo this year has been set with an intentional eye on the future. When the announcement was made towards the end of 2023 that this year’s Las Vegas Licensing Expo was to explore the theme Brands at Play, Products of Change understood the assignment. And it starts with just one brick. At the tail end of March this year, the
Fabacus
United Nations finally set an official date in the diary for the first ever International Day of Play. With formal recognition from the UN, specialists across the globe stand shoulder to shoulder in the protection of every child’s right to play. And unsurprisingly, the LEGO Group stands among them. Recent research surveying more than 25,000 children from across 36 countries reveals that 75% of young people don’t believe adults take play –
Helena-Mansell Stopher, Ceo and Founder, and Robert Hutchins, Editor, Products of Change
and how it helps them learn – seriously enough. This is the drum the LEGO Group has beaten solidly for the last 17 years, ever since the launch of Build the Change. A global, non-profit sustainability education programme now funded by the LEGO Foundation, Build the Change is the LEGO Group’s acknowledgement that the brain learns best through play. Last year, it reached over 2 million children. “It’s about listening to kids, getting their ideas on how to solve real world problems, and then amplifying that message,” says Anders Juul, senior global programme manager at the LEGO Group. “Through Build the Change, we can encourage communication, creative thinking, and collaboration. Meanwhile, as a big brand, we have the power to knock on doors and really amplify children’s voices.” In 2021, for example, the LEGO Group played an active role in Glasgow’s COP26 climate conference by