Toy company The Lego Group has unveiled a new ad to challenge gender stereotypes.
Titled ‘She Built That’, the marketing drive disputes the idea that building is for boys.
At the centre of the campaign is a music video that recreates American rap group Run DMC’s “It’s Like That”. The video stars Gen Z and Gen Alpha celebrities including British drumming prodigy Nandi Bushell, Chicago-born DJ Livia, Chinese alt-pop icon, Cacien and Dutch-Surinamese hip hop-inspired vocalist Pink Oculus.
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Joseph “Rev Run” Simmons and Darryl “DMC” McDaniels said: “Run DMC has always stood for breaking barriers and inspiring change. We’re excited to see our classic anthem reimagined as “She Built That”, celebrating the creativity and innovation of girls everywhere. Just as we pushed the limits of hip-hop, we want to inspire a world where every girl recognizes her building power.”
Research commissioned by The Lego Group highlighted that 80% of adults thought boys were better at building than girls. The survey quizzed 32,605 parents and children across 21 countries
It also found that when children were asked what they imagined when they heard the word builder, 39% of respondents envisioned a man on a construction site and 36% reported they imagined a boy playing with building blocks.
