The LEGO Group debuted a new campaign encouraging girls to reclaim and redefine what it means to be a builder. Titled “She Built That,” the campaign includes an inspirational music video starring Run DMC, Nandi Bushell, Pink Oculus, and Chinese alt-pop icon Cacien as part of a Global Girls Crew.
The company’s video features animated minifigures of Run DMC’s Joseph “Rev Run” Simmons and Darryl “DMC” McDaniels; the two Run DMC members rap as part of the campaign, which is a reimagined version of the group’s 1983 hit “It’s Like That.” (The LEGO Group also released a sing-along video.) The video includes girls with their creations, minifigures of Wicked’s Glinda and Elphaba, Dutch-Surinamese artist and producer Esperanza Denswil (also known as Pink Oculus), 25-year-old alt-pop and fashion icon Cacien (also known as Garlica Princess), dancers Jess Qualter and Brooke Blewitt, and DJ Livia.
“Run DMC has always stood for breaking barriers and inspiring change. We’re excited to see our classic anthem reimagined as ‘She Built That’, celebrating the creativity and innovation of girls everywhere,” Simmons and McDaniels say in a statement. “Just as we pushed the limits of hip-hop, we want to inspire a world where every girl recognizes her building power.”
The campaign challenges societal stereotypes that stifle girls’ potential and inspires the next generation of builders. Global research conducted by The LEGO Group finds that most kids define “builder” as “a man on a construction site.” Parents and children are five times more likely to define building as masculine. 80% of adults consider boys better builders than girls; Girls and female caregivers undervalue their own skills compared to boys and male caregivers. 81% of parents and 92% of children agree “building” should be a gender-inclusive word. The study also finds a confidence cap in children: 70% of girls find it hard to see themselves as good at building. 32,605 parents and children were surveyed in 21 countries.
The research also uncovered a confidence gap in children, with girls rating themselves lower in building abilities than boys. 70% of girls said they find it hard to think of themselves as someone who is good at building things.
“Being a builder goes beyond hard hats and hammers; it’s about harnessing the creative potential within every young person to construct dreams, forge connections, and shape the future,” says Lena Dixen, SVP, Product Group, Core Businesses at The LEGO Group. “Every girl and woman is a builder — whether it’s assembling teams, tackling challenges, or pushing boundaries. With ‘She Built That,’ we aim to empower the next generation of female builders and help foster a society where all children can realize their full creative potential and receive the recognition they deserve, regardless of gender.”
As part of the campaign, The LEGO Group is offering a series of workshops for builders ages 6-12. The in-store Creativity Workshops are designed to inspire creative freedom and explore themes like friendship, botanicals, and summer fun. The workshops run throughout the year, and the company also offers Creativity Workshops at Home, allowing builders the opportunity to join in from anywhere. The friendship workshop is live at LEGO.com/CreativityWorkshops.
“She Built That” is also supported by the launch of a new game. Builders can create their own versions of the music video at home. The game offers custom camera angles, backdrops, and side quests; kids can join the fun at kids.lego.com/she-built-that.
The LEGO Group will continue the campaign throughout the year; the next phase, planned to empower and inspire, will unfold later this year.
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