When most people hear the word 'Builder', they think of men and boys. This was getting in the way of girls (and women) from accessing the many benefits of building with LEGO bricks. So we created the long-term global platform, She Built That, an empowering statement about all the amazing things built by girls and women, to inspire kids everywhere (and their parents) to see girls as builders too.

Campaign highlights included:

A music video cover of the Run DMC classic, It's Like That, rewritten in partnership with the band, and featuring LEGO Minifigure cameos from Rev Run and DMC, as well as influential and everyday girls and Minifigs from all over the world.

A partnership with TIME Magazine in their first ever Girls of the Year list, featuring girls from all over the world who are using creativity to build better communities.

In the UK, we highlighted some of the many landmarks most people didn't know were built by women.

And an online hub for kids featuring a karaoke version of the track, bespoke games, and building inspiration and tips from the girls collective.

The campaign also ran in the metaverse, social, broadcast, audio, LEGOLAND Parks and retail across more than 40 countries.