She Built That, 70% of girls do not define themselves as “good at building”: a campaign tries to subvert this stereotype

Is called She Built That And it is the last campaign launched by Lego. It starts from an interesting starting point: re-imagine the historic passage of 1983 It’s like that of the Run DMC to invite girls to see each other as manufacturers, creators and innovatives.

The video clip-2 minutes and 50 seconds of Beat, Scratch and Brick-Aimation-shows the minifigures of Joseph «Rev Run» Simmons And Darryl «DMC» McDaniels next to the Global Girls Crew: scratch-hero DJ Livia (Chicago, 17 years old), Drummer-author Nandi Bushell (Ipswich, 15), the vocalist-producer Pink Oculus (Amsterdam/Suriname), the alt-pop icon Cacien (Shenzhen) and Viral Dancer Brookie & Jessie (Blackpool).

«The Run DMC have always supported the breaking of barriers and the inspiration for change. We are excited to see our hymn to be reborn like She Built That, a celebration of the creativity and innovation of girls around the world. Just as we have pushed beyond the boundaries of hip-hop, we want to inspire a world in which each girl recognizes their power to build, “explained Simmons and McDaniels.

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The frame of the initiative is a Global LEGO research out of 32,605 between parents and children from 21 countries. It comes out that, at the word “builder”, 39% of the little ones think about “A man in the pipeline»And 36%” to a boy who plays with bricks “; adults and children have five times more likely to bind the concept of construction to masculinity. 80% of adults believe that the company considers males naturally more led to build while 70% of girls do not define themselves as “good at building”. Encouraging, at least, that 81% of parents want to make the term more inclusive and 92% of children believe that Everyone should feel able to build.

«Being a manufacturer goes well beyond helmets and hammers: it means enhancing the creative potential present in every young man to build dreams, create connections and shape the future. Every girl and every woman is a manufacturer – that it is putting together a team, facing challenges or exceeding the limits – he explained Lena DixenSvp Product Group, Core Business of the Lego Group – With She Built That we want to give strength to the next generation of manufacturers and help build a company in which all children can fully express your creative potential and receive the recognition they deserve, regardless of the genre ».

The launch includes «She Built That – The Game», a free experience on Kids.lego.com which allows you to pilot an avatar minidollturn your video clip with dynamic filming, unlock dance moves and secret missions, with extra for the members Insiders Club. In Italy the witness passes to the dancer Giulia Stabile (class 2002), interviewed by a group of girls (In the photo above) to tell how “a brick after brick is built a dream”. Will soon publish A choreography on “She Built That” inviting other creators to participate.