The LEGO Group’s She Built That campaign just kicked off today! This project is designed to inspire young girls and help counteract gender biases to allow construction play free of gender norms. This program is intended to shift the way we perceive construction toys. For too long, they’ve been pigeonholed as primarily “boy toys.” Aiming to reach kids 6+, the Toca Life Creators campaign is focused on the idea that playtime should be inclusive, inspiring everyone to express themselves creatively.
Since the introduction of the first LEGO brick in 1958, the LEGO Group has remained a staple in children’s playtime across the globe. Yet despite this popularity, LEGO products are still generally considered to be primarily boy’s toys. This reinforces recent findings from the LEGO Group which found that 36% of kids imagine a boy when they meet the word “builder.” Finally, 39% picture a man in a hardhat on a construction site.
It’s admirable that the LEGO Group has made a commitment to shift the narrative. To do that, they provide a broad catalog of girl-targeted playsets. And this 99-piece Unicorn & Flamingo Pool Party set goes for £8.99. It encourages kids to jump into a colorful playground of creativity! The LEGO Group has provided two amazing sets as prizes to get your imagination going! Pick up the 376-piece Heartlake City Sweet Shop set for £24.99 or the Happy Plants set for £17.99.
The campaign’s standout product is the 1138-piece Plant Café & Flower Shop set, retails for £79.99. This collection includes five super fun, diverse characters: Aliya, Olly, Nova, Esma, and Nugget the cat. They encourage kids to jump into fun, creative role play and explore the amazing world of community and entrepreneurship!
Lena Dixen, Senior Vice President of Product Group, Core Businesses at The LEGO Group, emphasized the significance of this campaign: “Being a builder goes beyond hard hats and hammers. Every girl and woman is a builder – whether it’s assembling teams, tackling challenges, or pushing boundaries.”
The LEGO Group is taking things further and leveraging music, too, to really amplify its message. The campaign includes a new, reworked version of RUN DMC’s classic anthem “It’s Like That,” retitled She Built That. Nic Taylor, Senior Vice President and Head of Our LEGO Agency at The LEGO Group, said: “We want to shine a light on the amazing creativity of female builders. We thought repurposing RUN DMC’s iconic song would be a perfect launchpad for this celebration,” says Craig. It’s Like That has always pushed boundaries and motivated movements. This expanded anthem, full of spark and fire, challenges all of us to expand our vision of what it means to be a builder. It’s our mission to encourage girls of all backgrounds. We’d like them to picture themselves as innovators and inventors who can change their world and the future in amazing ways.
LEGO Group’s She Built That campaign with inspiring new sets to celebrate. Not only does it generate the talent, but it fosters an inclusive environment, sparking the imagination of girls and helping them envision themselves as builders and innovators. Already, the company has begun to shift attitudes about traditional building toys. They are accomplishing this by providing varied play experiences that inspire and engage young girls.
