The LEGO Group has brought 350 girls together from across the UK to produce, dance and star in a powerful celebration of what it means to be a LEGO ‘builder’, in a bid to redefine and reclaim gendered stereotypes around the world.
The LEGO Group has unveiled the ultimate clap-back to outdated gender stereotypes with an event bringing together 350 everyday girls from across the UK. Girls were invited to take up roles in the celebratory dance event, with some as young as six dipping their toes into the creative world by dancing on the same stage that superstars David Bowie, Elton John, Dua Lipa and most recently, Little Simz, have performed on; proving that anything is possible.
Aimed at encouraging girls to see themselves as ‘builders’, the uplifting content was captured over two days at London’s iconic Southbank Centre and is an energetic celebration of creativity and self-expression, created by an entirely female and non-binary crew.
The launch follows research findings from the LEGO Group that discovered a staggering 86% of parents and children in the UK believe that the media depicts boys as builders or creators, more often than girls. The initiative aims to champion inclusivity in creative spaces and modernise perceptions of what it means to be a builder today.
Further data shows an urgent need to change the narrative for the next generation, with alarming stats showing:
• 79% of parents believe society and media tend to highlight men’s inventions more than women’s
• A clear confidence gap exists between mums (56%) and dads (73%) in how they rate their ability to ‘build’, showing long-standing gender biases
• Over four in five (83%) parents think it is time for society to rethink the word “building” and make it more gender inclusive
• Parents are eager for their kids to explore their creativity through building—with 78% wishing their child could build moreThe content showcases the talent and creativity of the young people who participated in the two-day dance takeover, with a few special guest appearances including content creators and professionally trained dancers Brooke & Jess, TrendKids, Starr Kiely, and Laurie Elle.
Taking up the mantle as Art Director, Annabelle, aged 12, headed up the crew of young girls, commenting: “Directing people at the event felt like the best building project ever – 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.”
Annabelle was accompanied by 10-year-old Minnie, the Stylist, who brought the day together in a kaleidoscope of mood-boosting colours.
Pulled together by an all-female team, the ‘She Built That’ dance takeover stands as a testament to the power of women in the creative industry, offering a platform for young girls to shine and be inspired.
Kuran Sharma, Head of Marketing for the UK & Ireland at the LEGO Group, said: “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. 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.”
Chlöe Victoria Hughes, the Director, commented “We could’ve filmed this in a studio with professional dancers and flawless choreography, but that’s not what this project is about. 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.”
In June, the campaign kicked off with an initiative to champion the buildings around London that were built or designed by women, as Brick Plaques were created to recognise the female builders responsible for the capital city’s skyline. The LEGO Group aims to smash barriers to women’s creative potential and inspire more young girls to see themselves as the ‘builders’ of tomorrow, a goal made even more urgent by the reality that 75% of parents think male inventors receive significantly more attention than their female counterparts.
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