In a world where societal norms often dictate what’s “for boys” and what’s “for girls,” The LEGO Group is smashing stereotypes with their powerful new “She Built That” campaign. Launched in June, this initiative celebrates girls’ creativity and aims to redefine what it means to be a builder, fostering a new generation of confident female creators.
The campaign comes at a crucial time, with recent global research commissioned by The LEGO Group revealing that the word “builder” is still heavily associated with men and boys. A staggering 80% of adults surveyed believe society views boys as naturally better builders than girls, and a significant confidence gap exists, with 70% of girls finding it hard to see themselves as good at building.
Beyond challenging perceptions, the “She Built That” campaign is all about empowering creative confidence through diverse LEGO play. The LEGO Group offers a broader portfolio of sets catering to various interests, from LEGO Friends and Disney™ to Botanicals and Creator, ensuring every girl can find her passion and explore it through building. Imagine creating intricate flower shops, embarking on camper van adventures, or bringing beloved Disney princesses and characters to life – the possibilities are endless!
Be Part of the Movement
The “She Built That” campaign empowers girls by offering a diverse range of LEGO sets that cater to various interests and passions, allowing them to explore their creativity through building.
Young girls can immerse themselves in endless imaginative worlds with themes like LEGO Friends, Disney™, Botanicals, and Creator.
For instance, the 42671 LEGO® Friends Plant Café & Flower Shop inspires creative friendship stories with its detailed flower store and café, while the 42663 LEGO® Friends Friendship Camper Van Adventure encourages adventures and outdoor fun.
For fans of beloved characters, the 43267 LEGO® Disney Princess™ Castle & Royal Pets and 43278 LEGO® Disney Princess™ Mini Arendelle Castle & Elsa’s Ice Palace offer immersive play with interactive elements and iconic princesses and characters.
Additionally, sets like the 10347 LEGO® Botanicals Petite Sunny Bouquet and 10349 LEGO® Botanicals Happy Plants allow children to build and arrange beautiful floral displays, and the 31169 LEGO® Creator Typewriter with Flowers provides expanded creative possibilities by being rebuildable into a keytar or a decorative flowerpot. These sets ensure that every girl can find something that resonates with her, fostering confidence and imaginative play.
In July, for shoppers at LEGO Certified Stores (LCS) and LEGOLAND® Malaysia Resort, a special treat awaits! With a S$129 spend, you can receive a limited-edition LEGO® Friends Notebook with stickers. This offer runs until 27 July, so don’t miss out on adding a touch of LEGO fun to your stationery collection.
Visit the LEGO Singapore website for more information on the campaign and available sets.
