It’s always been said that girls grow up with Barbie dolls and boys grow up with LEGO but over the years, this stereotype has changed and LEGO is looking to redefine and reclaim what it means to be a builder, and celebrate the female creativity.
In a recent global research commissioned by The LEGO Group, it found that 80% of adults polled believed that society still viewed boys as naturally better builders than girls; which often led to girls and mothers undervaluing their own building skills compared to boys and their fathers.
The study also uncovered a confidence gap in children, with girls rating themselves lower in building abilities than boys, and finding it hard to think of themselves as someone who is good at building things.
Through the She Built That campaign, The LEGO Group aims to challenge societal stereotypes that stifle any girl’s potential and inspire the next generation of female builders.
With creative play, LEGO hopes to unlock every girl’s creative confidence and inspire them to see themselves as creators and pioneers through their bigger portfolio of LEGO that caters to diverse interests and passions so that girls can create endless worlds across various themes such as LEGO Friends, Disney, Botanicals, Creator, and Gabby’s Dollhouse.
Among these exciting and fun LEGO sets is the 42671 LEGO Friends Plant Café & Flower Shop that is designed to inspire the creation of friendship stories using elements such as a flower store, café with outdoor seating and LEGO Friends Aliya, Esma and Nugget the Cat. There’s also a 42663 LEGO Friends Friendship Camper Van Adventure for girls who love camping and adventures.
For girls who love their Disney princesses, the detailed 43267 LEGO Disney Princess Castle & Royal Pets and 43278 LEGO Disney Princess Mini Arendelle Castle & Elsa’s Ice Palace are the ones to get with their interactive play elements such as the movable furniture and the inclusion of well-loved characters Ariel, Rapunzel, Mulan, Elsa, Anna, and the first-ever Mushu character.
Disney fans can also build and bring their beloved 43249 LEGO Disney Stitch and 43257 LEGO Disney Angel to life for more storytelling or as a fun display.
Girls who would like to flex their creativity muscles can consider the 10347 LEGO Botanicals Petite Sunny Bouquet or the 103349 LEGO Botanical Happy Plants to arrange and create their own beautiful, cheerful floral display. There’s even a 31169 LEGO Creator Typewriter with Flowers for those who like to build a combination of things.
These sets are available at LEGO Certified Stores (LCS), the LEGO Official Store on Lazada, Shopee, Amazon, as well as major retailers and department stores in Singapore.
She Built That Anthem
As part of the campaign, LEGO has also re-imagined Run D.M.C.’s hip-hop track “It’s Like That” into a vibrant celebration of girls’ creativity together with its Global Girls Crew featuring US teen scratch sensation and spinner-to-the-stars DJ Livia, 15-year-old British drumming prodigy Nandi Bushell, Chinese alt-pop icon Canine, and Dutch-Surinamese vocalist Pink Oculus.
Check out the music video below.
