The LEGO Group's She Built That campaign addresses persistent gender stereotypes in creative play and construction-related fields. Accompanying research that surveyed over 32,000 parents and children across 21 countries substantiated the need for such interventions — 80% of adults believe society still views boys as naturally better builders.
As part of the initiative, the company reimagines RUN DMC's classic hip-hop anthem with a new generation of female creators. In doing so, the campaign powerfully reframes the concept of 'building' beyond traditional masculine associations. The LEGO Group's She Built That campaign involved young talents like DJ Livia and Nandi Bushell, who provided an authentic representation of girls excelling in male-dominated creative fields.
The She Built That campaign relies on a multi-platform approach, drawing on a music video, in-store workshops, an interactive game, and digital content.
Image Credit: LEGO Group
What Makes This Trend Stand Out
- Gender-inclusive Marketing
- By showcasing female creators in traditionally male-dominated roles, brands can disrupt conventional gender roles and appeal to a more diverse consumer base.
- Cross-platform Brand Engagement
- Utilizing music videos, workshops, and interactive games to deliver cohesive campaigns allows brands to engage consumers through multiple touchpoints, enhancing brand loyalty.
- Empowerment Through Representation
- Highlighting diversity in creative talents within marketing campaigns can challenge stereotypes and promote inclusivity, resonating with audiences seeking representation.
Sectors Adopting This
- Toy Manufacturing
- Innovations in toy design and marketing that break gender norms can expand market reach and appeal to wider demographics.
- Entertainment and Media
- Collaborating with diverse creators for content production can open up new viewer segments and challenge industry stereotypes.
- Educational Services
- Interactive and engaging educational tools that emphasize gender equality can foster inclusive learning environments and attract diverse audiences.
