When people hear the word 'Builder', they think of men and boys. This misconception was preventing girls (and women) from accessing the benefits of building with LEGO bricks. So we created She Built That, a statement highlighting the amazing things built by females, to inspire kids (and parents) to see girls as builders too.
Highlights included a cover of Run DMC classic, It's Like That, rewritten with the band, plus accompanying music video featuring LEGO Minifigure cameos from Rev Run and DMC.
A partnership with TIME Magazine saw their first ever Girls of the Year list, featuring girls from all over the world using creativity to build better communities.
In the UK, we highlighted landmarks most people didn't know were built by women.
The campaign also ran in the metaverse, social, broadcast, audio, LEGOLAND Parks and retail in more than 40 countries.
