LEGO Brings the 'She Built That' Campaign to the CNE
Kanesa D — August 22, 2025 — Social Good
References: lego & strategyonline
The LEGO Group has brought its 'She Built That' initiative to the Canadian National Exhibition (CNE) in Toronto, giving girls a dedicated space to create and build with confidence.
The hands-on experience is part of LEGO’s larger global campaign launched earlier this year, which aims to challenge long-standing gender stereotypes around play. The campaign highlights that building and creative problem-solving are opportunities for everyone.
At the CNE, families were invited to take part in interactive building sessions that encouraged children—especially girls—to see themselves as natural builders and innovators. LEGO aims to create an inclusive environment where kids can freely explore their creativity while breaking down the outdated notion that construction toys are only for boys.
“Creating brick-in-hand experiences with children and parents is incredibly powerful because they bring the message to life,” Gene Fong, head of marketing for LEGO Group Canada, says. “When families build together in an inclusive space, it changes perceptions in real time … At the heart of this work is our mission to inspire the builders of tomorrow and the CNE activation gives us an opportunity to maximize that impact.”
Image Credit: The LEGO Group
The hands-on experience is part of LEGO’s larger global campaign launched earlier this year, which aims to challenge long-standing gender stereotypes around play. The campaign highlights that building and creative problem-solving are opportunities for everyone.
At the CNE, families were invited to take part in interactive building sessions that encouraged children—especially girls—to see themselves as natural builders and innovators. LEGO aims to create an inclusive environment where kids can freely explore their creativity while breaking down the outdated notion that construction toys are only for boys.
“Creating brick-in-hand experiences with children and parents is incredibly powerful because they bring the message to life,” Gene Fong, head of marketing for LEGO Group Canada, says. “When families build together in an inclusive space, it changes perceptions in real time … At the heart of this work is our mission to inspire the builders of tomorrow and the CNE activation gives us an opportunity to maximize that impact.”
Image Credit: The LEGO Group
Trend Themes
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Inclusive Play Spaces — The trend of creating inclusive play environments offers a route to dismantle gender stereotypes and support diverse participation in traditionally gendered activities.
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Gender-neutral Toy Marketing — Toy companies are increasingly moving towards gender-neutral marketing strategies, creating opportunities for broader appeal and inclusivity in product lines.
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Experiential Learning Campaigns — Experiential campaigns like LEGO's provide unique opportunities to engage families through hands-on interactions that reinforce brand values and cultural change.
Industry Implications
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Toy Manufacturing — The toy industry is poised to embrace innovations that promote inclusivity and break down traditional gender barriers in their product offerings and marketing approaches.
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Event Marketing — Event marketing can leverage inclusive and educational experiences as a disruptive way to connect with new audiences and reinforce brand messages.
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Child Development — Incorporating gender inclusivity in play and learning activities disrupts traditional child development paradigms, aligning with modern values of equality and diversity.
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