LEGO Reimagines Run-DMC Hit to Empower Girls
LEGO launched the "She Built That" campaign to challenge gender stereotypes surrounding building and empower girls. The campaign features a reimagined version of Run-DMC's "It's Like That," transforming the 1983 hit into a celebration of girls' creativity.
The music video features LEGO's Global Girls Crew, a diverse group of young female artists, alongside animated LEGO minifigures, including Run-DMC members. The video also pays tribute to female pioneers like Dagny Holm, the first LEGO Master Builder, and inventor Nancy Johnson.
Challenging Gender Stereotypes
A LEGO-commissioned survey revealed 80% of adults believe society sees boys as more naturally gifted builders. This perception contributes to a confidence gap, with 70% of girls doubting their building abilities, according to LEGO. The "She Built That" campaign aims to address this disparity and promote inclusivity in building.
The campaign's message resonates with a growing movement towards inclusivity, even as some brands retreat from purpose-driven marketing. LEGO's initiative follows other successful campaigns celebrating women, such as Nike's 2024 Super Bowl ad highlighting female athletes.
The "She Built That" campaign highlights LEGO's commitment to fostering creativity and challenging gender stereotypes. By partnering with Run-DMC and a diverse group of young artists, LEGO aims to inspire the next generation of female builders.
Learn more about the campaign on the LEGO website.
