LEGO’s Exciting New Campaign Empowers Girls To Be More Creative

Imagine a world where girls feel free to experiment, embrace mistakes, and build anything their imagination conjures. That’s the vision behind The LEGO Group’s exciting new Play Unstoppable campaign.

This initiative is built on a powerful insight: a recent global study by LEGO revealed that societal pressures and the fear of failure can stifle creativity in young girls. As girls enter their pre-teen years, their confidence in their creative abilities can decline.

This is why LEGO is looking to change the game. Through the power of play, they aim to empower girls to break free from these limitations and embrace their inner inventor, scientist, and adventurer.

Building Confidence Brick by Brick

lego play unstoppable 1
11034 LEGO® Classic Creative Pets

Here are what the Play Unstoppable campaign highlights:

  • Experimentation is encouraged: Parents can make use of LEGO sets to offer endless possibilities for building and rebuilding, allowing girls to explore different ideas and solutions.
  • Mistakes become learning opportunities: Making mistakes is a natural part of the creative process. LEGO play allows girls to learn from these experiences and develop resilience.
  • Focus on progress, not perfection: There’s no “right” way to build with LEGOs. This freedom allows girls to focus on the joy of creation and celebrate their progress.

The Power of Positive Language

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77050 LEGO® Animal Crossing™ Nook’s Cranny & Rosie’s House

The campaign goes beyond just bricks and builds. LEGO has partnered with parenting expert Jennifer B. Wallace to create a guide “10 Steps to Fostering Creative Confidence.” This guide offers valuable tips for parents, such as using growth-mindset language to praise girls’ efforts and creativity. For example, using words like “imaginative,” “brave,” and “inspiring” can go a long way in boosting confidence.

Unleashing Creativity Through Play

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42614 LEGO® Friends Vintage Fashion Store

The Play Unstoppable campaign showcases a diverse range of LEGO sets designed to spark girls’ imaginations. From the friendship-focused LEGO Friends line to the fantastical world of LEGO DREAMZzz™, there’s something for every girl.

Jacinth Liew, Parenting Coach, Our Little Playnest, also shares actionable ways for parents to inspire their girls to experiment, take creative risks and embrace failure with LEGO play. For instance, use LEGO bricks to create sculptures with 42604 LEGO Friends Heartlake City Shopping Mall to tell a story. In the process of creation, solve problems when roadblocks arise, which can be a stepping stone for growth.

Alternatively, you can also ignite your child’s imagination by tasking them to build a futuristic fashion store with 42614 LEGO Friends Vintage Fashion Store. Motivate your child to think out of the box and let their imagination run wild.

Beyond the Living Room

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43246 LEGO® Disney Princess Market Adventure

The Play Unstoppable campaign extends beyond the living room. From now till 17 March, head to East Boulevard 1 at VivoCity.

Girls will have the amazing opportunity to construct their very own imaginative storyland, help LEGO Friends Paisley and Olly in their quest to find their lost belongings, and engage in captivating photo experiences.

Additionally, shoppers can indulge in special discounts on specific sets, and receive a 30658 LEGO Mobile Music Trailer for free when they spend at least S$69 on LEGO sets from chosen themes. Alternatively, they can also get a LEGO Girls tote bag as a gift with a minimum spend of S$99 on any LEGO sets.