Classic LEGO ‘What it is is beautiful’ advert recreated for International Women’s Day

To celebrate International Women’s Day 2021, the LEGO Group is recreating the classic ‘What it is is beautiful’ 1981 print advert.

A new campaign from the LEGO Group for International Women’s Day 2021 is celebrating the builders of tomorrow. Using modern recreations of the classic ‘What it is is beautiful’ print advert from 1981, the campaign is aiming to “to encourage and champion today’s young women on their journey to becoming the decision makers, role models and changemakers of the future”.

Families can even upload their own photos and create their own version of the poster at

In Blocks magazine Issue 77, we’re celebrating International Women’s Day by hearing from five women working at the LEGO Group in very different careers. Chief Product & Marketing Officer Julia Goldin, Senior Design Manager Tara Wike, Community Head Signe Lønholdt, Designer Laura Perron & Corporate Historian Signe Wiese share fascinating insights into what their work entails.

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“At the LEGO Group, we believe children are our role models. We look to them for inspiration every day and want to help them break down gender stereotypes and create opportunities for everyone,” says Julia Goldin. “Celebrating people helps empower people, and through this campaign we, along with the help of parents and caregivers, want to celebrate the skills and creative potential of today’s young women – the next generation of amazing female leaders!”

The most recent LEGO Play Well Study found that that 73% of parents believe gender differences are driven more by societal expectations than biology, with the LEGO Group committing so supporting children looking to challenge gender stereotypes and pursue whatever path fits them.

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