The LEGO Group is celebrating International Women’s Day by placing its fans into its classic ‘What it is is beautiful’ poster, 40 years on from the original ad.
It’s part of a new campaign designed to ‘encourage and champion’ today’s young women by giving them the chance to become part of the company’s famous 1981 advert, which is widely celebrated for breaking down gender stereotypes.
If you want to get involved, all you need to do is head to the LEGO Future Builders page, where you’ll be able to upload an image of your child holding a LEGO model they’ve created. You’ll then receive a unique poster with your photo, styled to look like the classic one-sheet.
You can check out the original ad – and a handful of examples of how the new posters will look – in the gallery below.
“At the LEGO Group, we believe children are our role models,” said the company’s Global Chief Product and Marketing Officer Julia Goldin. “We look to them for inspiration every day and want to help them break down gender stereotypes and create opportunities for everyone.
“Celebrating people helps empower people, and through this campaign we, along with the help of parents and caregivers, want to celebrate the skills and creative potential of today’s young women – the next generation of amazing female leaders!”