We have seen over the past years the emergence of range of policy mechanisms that aim to support circularity and resource decoupling such as “Extended Producer Responsibility” (EPR) policies. EPR policies have been an important catalyst for improving waste management and recycling in Europe over the last decades. However, they will not drive the acceleration that is critically required to unlock new circular economy business models, product designs and after-use technologies that fundamentally decouple prosperity and growth from resource use, waste generation and carbon emissions. Producer Ownership schemes have the potential to align incentives and accelerate the circular economy. Numerous businesses, especially in business to business environments, have shifted from product to service-based models, thus retaining ownership of their products and materials across multiple use cycles. The Producer Ownership model provides the right incentives to design products for durability, dematerialisation, re-use and high-value recycling. However, these models fail to scale at the speed required as the current economic and regulatory system does not provide the right conditions or incentives for them to succeed. Producer Ownership schemes go beyond Extended Producer Responsibility. They provide incentives and regulations so that producers are or act like owners of their products during and after the use of the product by the customer. Project LAUNCH has been established to provide the most comprehensive scientific support so far to develop actionable Producer Ownership schemes at the scale and speed required.