LEGO® creates an interactive experience to celebrate International Women’s day with future builders. The brand wanted to honor young women’s journeys in becoming the decision makers, role models and changemakers of the future.
LEGO® invites users to recreate an the ad campaign “What it is is beautiful” from 1981, featuring a young girl proudly holding her creation. The new campaign will let fans submit a picture of themselves and take a quiz that will generate a headline that celebrates children’s unique creative style.
The brand’s goal is to create a large gallery of photographs, that show how young women not just plan with LEGO® bricks, but also develop their creativity while preparing themselves to run the world!
“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. We must continue to play our part in building a more inclusive world, starting with our own organization.”
Interested in LEGO® Toys for your travel retail business? Please contact Tatiana Pinto – Category Manager for Toys.