The LEGO Group invited girls from across the UK to join a dance event as part of the company’s She Built That marketing campaign.
A survey commissioned by the LEGO Group reveals that 86% of parents and children in the UK believe that the media depicts boys as LEGO builders or creators far more often than girls. So the LEGO Group has held an event as part of a marketing campaign around challenging gender stereotypes. More than 350 girls from across the UK participated in a celebratory dance event as part of the She Built That initiative at the Southbank Centre during the Dance Your Way Home festival.
Stars like David Bowie, Elton John and Little Simz have danced on the Southbank Centre stage and girls as young as six were encouraged to join this creative world. Aimed at boosting confidence in their skills and freedom of expression, She Built That content was filmed over two days by an entirely female and non-binary crew.
This ties into research commissioned by the LEGO Group that shows that gender stereotypes are still pervasive in the UK when it comes to building LEGO sets. Mums reported being less confident in their building abilities (56%) compared to dads (73%), showing that there’s a long held view that boys and men are better builders than girls and women.
Around 79% of parents also believe that society and the media tend to emphasise men’s inventions more often than women’s, such as Vinton Cerf and Bob Kahn usually being credited with inventing the internet, overlooking the vital contributions of Radia Perlman’s work into the spanning-tree protocol which made the modern ethernet possible. Four in five (83%) parents also think it’s time for society to rethink or rename the word ‘building’ to make it more gender inclusive when it comes to LEGO sets. 78% of parents report wanting to spend more time building with their children.
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Alongside the creativity and passion of the girls participating, special guest stars included influencers and professionally trained dancers Brooke & Jess, TrendKids, Starr Kiely, and Laurie Elle. But the Art Director was Annabelle, aged 12, who had a vision she wanted to bring to life. “Directing people at the event felt like the best building project ever,” she says. “Aside from building bricks, we built a story, amazing dance routines and big ideas together! I want other girls to know that creating isn’t just for boys or adults — it’s for anyone with imagination and a bit of courage.”
“We see a world of endless creative possibilities for girls, that’s why this event was so crucial in helping redefine and reclaim what it means to be a builder, as we collectively shift the narrative,” said LEGO Head of Marketing for the UK & Ireland Kuran Sharma. “We assembled an all-female crew so the girls taking part can see themselves reflected in every aspect of production, from behind the camera through to centre stage.”
“We could’ve filmed this in a studio with professional dancers and flawless choreography, but that’s not what this project is about,” said Director Chlöe Victoria Hughes. “We wanted real girls who were excited to be part of something new, to have fun, and to bring their own energy and joy to the screen. This wasn’t about perfection, it was about connection, expression, and giving people a unique experience. Honestly, it was the most fun I’ve ever had on set.”
She Built That kicked off in June with Brick Plaques built by women capturing the famous buildings that make up the London skyline. The LEGO Group is promising to break barriers and inspire more girls to see themselves as the next builders’ of tomorrow. Recently the company sponsored a special piece of content from Time magazine. More She Built That activities and events are expected over the next few months.
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