LSN : News : The Lego Group collaborates with women's football stars

Viva Tech daily recap: Start-ups front and centre

VivaTech, France

France – The second day of Viva Tech started with the LVMH Innovation Award Ceremony setting the tone for a day highlighting the pivotal role of start-ups in driving positive change.

Many sessions during the day stressed why large companies should collaborate with start-ups to create a better future, whether ramping up sustainability credentials, supporting specific skills or integrating technologies into existing systems. Viva Tech’s own Next Unicorn Awards and the LVMH Innovation Awards celebrated these mutually beneficial partnerships, championing start-ups across categories ranging from green technology to employee experience and D&I.

‘Many start-ups have amazing ideas. But the ones who succeed are those who focus on the quality of execution,’ concluded Bernard Arnault, chairman and CEO of LVMH, on the event’s main stage. During another session, the CEO of 2021 LVMH Innovation Award-winning live-video shopping start-up Bambuser, Maryam Ghahremani, added that the start-ups that will thrive tomorrow are problem-solving businesses tackling existing pain points rather than creating more options or noise.

Strategic opportunity

For companies, identifying innovators and start-ups to collaborate with can be a challenging task. Our Futures 100 nominees are an ever-growing network of trailblazers to keep on your radar

The Lego Group collaborates with women's football stars

Play Unstoppable by Lego Group, Global

Denmark – The Lego Group joined forces with renowned female football players Megan Rapinoe, Yuki Nagasato, Sam Kerr and Asisat Oshoala for its latest 899-piece set, titled Icons of Play. Each footballer has been Lego-fied into a mini-figure to alert people to the persisting gender biases in play. As part of the company's Play Unstoppable campaign, Lego commissioned a study from the Geena Davis Institute on kids' approach to play and activities. The research showed 82% of girls believe it’s OK for girls to play football and boys to practice ballet, compared to only 71% of boys.

'Women’s football is a powerful reminder of what girls can do when they break free from stereotypes – our four footballers are players at the top of the game,' said Julia Goldin, chief product and marketing officer, the Lego Group. 'As strong women on and off the pitch, they are inspirations for girls everywhere to realise their potential.'

In our Edu-play-tion microtrend report, we previously analysed brands elevating playtime with tools that combine digital and analogue learning to help parents of Generation Alpha turn into home educators and move away from stereotypes and prejudice.

Strategic opportunity

With a rising number of spectators, television broadcasts and 30m girls playing the game worldwide, female football is merging entertainment with empowerment like never before. Consider how your brand could reach this engaged group during global competitions, online and in stadiums

Foresight Friday: Dan Hastings, deputy foresight editor

Strategy at The Future Laboratory by Labmeta, UK

The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, LS:N Global’s deputy foresight editor Dan Hastings discusses the failing business model of journalism, the glorious Miriam Margolyes and Chinese tourism.

: As Pulitzer-prize-winning media outlets close down or downsize due to digital advertising no longer footing the bill and big tech's attention monopoly, Lydia Polgreen suggests our media landscape will soon return to its 1830 model. An educated, wealthy elite will pay for gatekept quality journalism while everyone else reads 'whatever AI-generated aggregation the internet spits up' - a scenario we previously forecast in The New News.

: 'Magazines are not the future of Condé Nast,' writes Lauren Sherman in her paid newsletter for Puck (does that make me part of the wealthy elite?) However, I can't wait to stop by the newsstand to pick up a copy of British Vogue's latest Pride issue featuring lesbian icon Miriam Margolyes. As analysed in She Is Mother, iconic actresses over 60 are more relevant than ever to anyone from Gen Z to Grandpeers.

: A tsunami of Chinese travellers was supposed to submerge the rest of the world after the lockdown was lifted in mainland China – but it hasn't. 'Revenge travellers' are preferring domestic flights and local scenic spots. No wonder European luxury brands are opening stores directly on Chinese slopes.

Quote of the week

'I think gay people are very lucky, because we are not conventional, we are a group slightly apart. It gives us an edge. I wouldn’t want to be straight for anything'

Miriam Margolyes, British Vogue

Stat: Online gaming takes toll on women’s mental health

Estudio Felipe Escudero (EFE) designed a dream-like interior for a boutique motel room that hints to Japanese manga and vaporwave aesthetics, Ecuador

UK – A new study from Sky Broadband and Guild Esports highlights the extent of abuse and harassment experienced by women when playing or streaming video games online. After surveying 4,000 gamers, the study found 49% of women have faced some form of abuse while gaming online, with the number rising to 75% among those aged 18-24.

Over half of female gamers (52%) expressed concerns about their mental health due to online gaming, and 35% reported receiving violent messages, often of a sexual nature. The abuse has had severe consequences, with 25% of women feeling depressed and 11% experiencing suicidal thoughts. The research findings have inspired a new campaign, #NoRoomForAbuse, created with UK-based digital wellbeing organisation Cybersmile to provide resources promoting online safety.

In our Gamer Wellness Market we recognised the potential of gaming spaces to enhance physical and mental wellbeing of gamers. It is crucial that game brands implement safeguards to ensure women can fully enjoy the connection, innovation and fun of gaming while feeling safe.

Strategic opportunity

Players in the gaming industry should build worlds with female gamers in mind and in the decision room. By catering to their needs and prioritising their safety, these spaces will attract and retain female gamers who are eager to have supportive and inclusive gaming experiences