Lego’s “She Built That” campaign launched in June 2025 as a global initiative to empower girls, challenge gender stereotypes, and celebrate creativity and confidence in building. At its core, the campaign aims to redefine what it means to be a builder, spotlighting girls’ talents and encouraging them to see themselves as creators and innovators.
Breaking Gender Stereotypes
Recent research by Lego revealed strong gender biases: most children still associate the word “builder” with men, and parents were five times more likely to link building with masculinity. The campaign responds to these perceptions by intentionally centering girls and women, using bold messaging and experiential collaboration to shatter old myths.
Music, Art, and the Global Girls Crew
“She Built That” kicked off with a vibrant re-imagining of the classic RUN DMC track “It’s Like That,” performed by a Global Girls Crew featuring US DJ Livia, British drumming prodigy Nandi Bushell, Dutch-Surinamese vocalist Pink Oculus, and Chinese alt-pop icon Cacien. Original Run DMC members feature as Lego Minifigures, lending their voices and support to the anthem. The campaign music video and workshops both encourage girls everywhere to connect with the energy and spirit of building through creativity, music, and self-expression.
Real World and Online Inspiration
Lego has rolled out workshops, pop-ups, and digital games as part of “She Built That.” Creativity Workshops run in stores and online, focusing on themes like friendship, botanicals, and adventure, while special events—such as Brick Plaques in London—honor iconic female builders and architects. The campaign extends online too, with a game allowing kids to create their own music video scenes and side quests, adding layers of play and imagination.
Legacy and Future Impact
“She Built That” strives to build confidence among girls, fostering skills for future opportunities in STEM, design, and leadership. By celebrating creative achievements and real stories of female builders, the campaign elevates girls’ self-image and sends a strong message: Building is for everyone, and every girl should feel empowered to innovate and lead.
This initiative reflects Lego’s ongoing commitment to inclusive play and creativity, aiming for a world where “builder” means anyone with the imagination to create.
Lego put it this way: GIIIRLS! It’s time to show the world what we can build! 💪🧱💖 Grab the mic & click the bricks… because SHE BUILT THAT. And that’s the way it is. HUH! Featuring the GIRLS CREW and hip-hop legends RUN DMC 🎤💥