LEGO launches new campaign to help girls play unstoppable

Another campaign has been launched by the LEGO Group, aiming to relieve pressure from girls so that they can play unstoppable.

The latest campaign under the LEGO Group’s best launched earlier this month titled Play Unstoppable. This campaign hopes to address societal issues and drive change, encouraging children to explore and be creative.

A new global study conducted by the LEGO Group has revealed that in a survey of 61,500 parents and children, 76% feel confident in their creativity, but this declines as they get older. 72% of all girls often feel worried about sharing their ideas. The study also found that 71% of parents say that girls are more likely to hold back developing their ideas, because of pressures to avoid making mistakes and achieving perfectionism.

 “When children fear failing, it can hamper their willingness to explore and think outside the box. This impacts the key skill of creative confidence – which can carry into adulthood,” Harvard-trained parenting researcher and bestselling author, Jennifer B Wallace. “Creative confidence is the self-assurance to generate ideas, take risks and contribute unique solutions without fear of failure.

“It’s been found to be a cornerstone of well-being by boosting self-esteem, reducing stress, and increasing happiness, as well as a top-ranked skill for future workplaces according to the World Economic Forum. With over three-quarters of girls aspiring to work in creative industries, it underscores the urgent need for change.”

The LEGO Group’s new campaign aims to relieve these pressures with a new short film. Beyond that, the official online store is promoting a wide variety of LEGO sets in connection with the campaign from Disney, LEGO Friends, Animal Crossing and Harry Potter.

“In an increasingly AI-driven world, creativity is the magic that will set us apart,” says Alero Akuya, VP of Global Brand at the LEGO Group. “LEGO play, whether it’s free building or instruction-based, helps develop essential skills that are equally relevant to all children in today’s world.

“Through building and rebuilding, it becomes a bedrock for creative confidence, courage and self-belief. And this is key because when girls have the space and freedom to express themselves fully, they are unstoppable. They are playful inventors, curious scientists, daring dreamers and bold adventurers – and that’s exactly what our play unstoppable movement celebrates.”

The LEGO Group’s biggest-ever campaign also includes free creativity workshops in select LEGO Stores and on LEGO.com aimed at ages six to 12. The workshops start this month and signing up is required.

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