Session Description
Successful IP integration depends not only on licensing agreements but also on the strength of collaboration between partners. In this session, LEGO Group and Merlin Entertainments will share how they work together to bring the LEGO® brand to life across a variety of attractions worldwide. The discussion will focus on how both organisations align creative vision, operational needs, and brand strategy through ongoing collaboration. Attendees will learn practical lessons on building and maintaining long-term IP partnerships, including communication structures, shared decision-making, and balancing brand authenticity with guest experience design.
Speakers
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Lisbeth Finnemann Skrumsager, Senior Design Director, LEGO Brand Parks & Experiences
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Paul Moreton, Chief Development Officer and Executive Vice President, Merlin Entertainments
Details
CEUs: 1.0
Session Time: 28 minutes
Language: American English
Key Features: Recording of live presentation from IAAPA Expo Europe 09/24/2025
Prices
| Member Status |
Price |
| Member* |
$0 |
| Nonmember |
$99 |
*Login to access IAAPA member pricing.
