The LEGO Group’s She Built That promotional campaign is being highlighted with a selection of summer activities hosted at select LEGO Stores.
A new promotional campaign was launched by the LEGO Group earlier this month, aimed at encouraging girls to redefine what it means to be a builder. She Built That was accompanied by a modern take on a classic RUN DMC track, with a video for the reimagined song even featuring group members Joseph “Rev Run” Simmons and Darryl “DMC” McDaniels in LEGO minifigure form.
In addition, select LEGO Stores in the UK and Europe are also taking part in the She Built That campaign, with a range of activities being offered until August 3, 2025. Visitors to their nearest participating retail location will be able to join in with creativity workshops, have hands on play opportunities, grab exclusive passport stamps and enjoy more fun experiences.
The She Built That campaign is based on research that reveals ‘a man on a construction site’ is the most common association children have with the word ‘builder’. The report also reveals that parents and kids are five time more likely to associate ‘building’ with ‘masculinity’ than with ‘femininity’.
The survey quizzed 32,605 parents and children across 21 countries and found that 80% of those adults polled believe society still views boys as naturally better builders than girls. As a result, girls and mums often undervalue their own building skills compared to boys and dads.
With She Built That, the LEGO Group aims to challenge social stereotypes that stifle the potential of girls and inspire the next generation of female builders.
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