 But his intention was to own his properties and his creations forever, rather than follow the business expectation of licensing characters to the highest bidder.He saw iconic creations like Star Wars, Disney and Pixar, that became "pied pipers of the most popular characters with noble causes, as a general practice... just becoming the brands on the worst quality health products for new generations... that are being pushed by the largest companies" and marketed with misinformation about its unhealthiness Instead, Lanning wanted to create characters of high moral integrity and use them to enforce a new licensing model which involved only licensing to companies that use better practices for its employees and for the environment, because "for creators, some things are more important than money".He also believes that video games have the power to have a profoundly positive effect on the planet.