Dive Brief:

• Lego launched a campaign that breaks down gender stereotypes around who qualifies as a “builder,” with a focus on empowering girls, according to a press release.
• “She Built That” centers on a music video that reimagines Run-DMC’s 1983 breakout single “It’s Like That” as an ode to girls’ creativity. The song was made with Lego’s Global Girls Crew of diverse artists, with a cameo from Run-DMC.   
• A survey commissioned by Lego revealed 80% of adult consumers still believe society perceives boys as more naturally gifted builders than girls. “She Built That” arrives at a time when purpose-driven marketing that tackles social issues is increasingly challenged. 

Dive Insight:

Lego is trying to broaden its appeal with girls and Gen Z women through a campaign that flips the script on an iconic piece of hip-hop music. “She Built That” takes the lyrics from “It’s Like That,” which dissect social ills like unemployment and war, and reworks them to instead celebrate how creative girls can be, including when it comes to Legos. 

The song and accompanying music video were made in partnership with the construction toy brand’s Global Girls Crew of creators, which features U.S. DJ Livia; British drummer Nandi Bushell; Dutch-Surinamese vocalist Pink Oculus; Chinese alternative-pop artist Cacien; and dance duo Brooke Blewitt and Jess Qualter. The ambassadors appear in the video alongside animated Lego minifigures, including toy versions of remaining Run-DMC members Joseph “Rev Run” Simmons and Darryl “DMC” McDaniels, who lent their voices to the effort. 

In addition, the creative pays tribute to Dagny Holm, the first Lego Master Builder and a chief model designer until 1986, as well as trailblazing women such as inventor Nancy Johnson, “Mother of Hip-Hop” Cindy Campbell and Hollywood royalty Hedy Lamarr. 

Lego stated that the campaign’s concept was inspired by persistent gender stereotypes over who is considered a “builder,” a term the brand frequently employs to refer to its enthusiasts. A survey commissioned by the Lego Group showed that children’s top associations when hearing the word were “a man on a construction site,” cited by 39% of respondents, and “a boy playing with building blocks” (36%). 

The gender skew is contributing to a confidence gap, with 70% of girls finding it difficult to believe they could be good at building, according to Lego. However, a majority of parents and children agree that the activity of building should be more inclusive. 

Lego’s initiative to bring more girls into the fold comes as many brands are pulling back on purpose-driven marketing amid broader political attacks on diversity, equity and inclusion programs. That said, several ads championing girls and women have stood out this year. Returning to the Super Bowl for the first time since 1998, Nike ran a spot that illustrated the adversity women athletes need to overcome to win. The commercial, among the best-received at the big game, was one of several that appeared to respond to the surging popularity for women’s professional sports.