The LEGO Group debuted a brand new marketing campaign encouraging women to reclaim and redefine what it means to be a builder. Titled “She Constructed That,” the marketing campaign contains an inspirational music video starring Run DMC, Nandi Bushell, Pink Oculus, and Chinese language alt-pop icon Cacien as a part of a International Ladies Crew.
The corporate’s video options animated minifigures of Run DMC’s Joseph “Rev Run” Simmons and Darryl “DMC” McDaniels; the 2 Run DMC members rap as a part of the marketing campaign, which is a reimagined model of the group’s 1983 hit “It’s Like That.” (The LEGO Group additionally launched a sing-along video.) The video contains women with their creations, minifigures of Depraved’s Glinda and Elphaba, Dutch-Surinamese artist and producer Esperanza Denswil (also referred to as Pink Oculus), 25-year-old alt-pop and trend icon Cacien (also referred to as Garlica Princess), dancers Jess Qualter and Brooke Blewitt, and DJ Livia.
“Run DMC has at all times stood for breaking obstacles and provoking change. We’re excited to see our basic anthem reimagined as ‘She Constructed That’, celebrating the creativity and innovation of women in all places,” Simmons and McDaniels say in a press release. “Simply as we pushed the boundaries of hip-hop, we wish to encourage a world the place each woman acknowledges her constructing energy.”
The marketing campaign challenges societal stereotypes that stifle women’ potential and conjures up the following technology of builders. International research performed by The LEGO Group finds that the majority children outline “builder” as “a person on a development web site.” Mother and father and youngsters are 5 occasions extra more likely to outline constructing as masculine. 80% of adults think about boys higher builders than women; Ladies and feminine caregivers undervalue their very own abilities in comparison with boys and male caregivers. 81% of fogeys and 92% of kids agree “constructing” ought to be a gender-inclusive phrase. The examine additionally finds a confidence cap in youngsters: 70% of women discover it onerous to see themselves pretty much as good at constructing. 32,605 dad and mom and youngsters have been surveyed in 21 international locations.
The analysis additionally uncovered a confidence hole in youngsters, with women score themselves decrease in constructing talents than boys. 70% of women stated they discover it onerous to think about themselves as somebody who is nice at constructing issues.
“Being a builder goes past onerous hats and hammers; it’s about harnessing the artistic potential inside each younger particular person to assemble desires, forge connections, and form the long run,” says Lena Dixen, SVP, Product Group, Core Companies at The LEGO Group. “Each woman and lady is a builder — whether or not it’s assembling groups, tackling challenges, or pushing boundaries. With ‘She Constructed That,’ we intention to empower the following technology of feminine builders and assist foster a society the place all youngsters can understand their full artistic potential and obtain the popularity they deserve, no matter gender.”
As a part of the marketing campaign, The LEGO Group is providing a sequence of workshops for builders ages 6-12. The in-store Creativity Workshops are designed to encourage artistic freedom and discover themes like friendship, botanicals, and summer time enjoyable. The workshops run all year long, and the corporate additionally gives Creativity Workshops at Dwelling, permitting builders the chance to hitch in from wherever. The friendship workshop is reside at LEGO.com/CreativityWorkshops.
“She Constructed That” can be supported by the launch of a brand new game. Builders can create their very own variations of the music video at house. The sport gives customized digicam angles, backdrops, and aspect quests; children can be a part of the enjoyable at kids.lego.com/she-built-that.
The LEGO Group will proceed the marketing campaign all year long; the following part, deliberate to empower and encourage, will unfold later this 12 months.
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