LEGO launches ‘She Built That’ with reimagined RUN DMC track
The LEGO Group’s latest promotional campaign reimagines a classic RUN DMC hit of yesteryear, encouraging girls to redefine what it means to be a builder.
The LEGO Group has today launched ‘She Built That’, a new promotional campaign aimed at challenging social stereotypes that stifle the potential of girls and to inspire the next generation of female builders.
The campaign is based on recent research that reveals ‘a man on a construction site’ is the most common association children have with the word ‘builder’. In addition, the report also reveals that parents and kids are five time more likely to associate ‘building’ with ‘masculinity’ than with ‘femininity’.
To give ‘She Built That’ a suitable boost, US teen scratch sensation DJ Livia, 15 year-old British drumming prodigy Nandi Bushell, Dutch-Surinamese vocalist Pink Oculus and Chinese alt-pop icon Cacien have come together to form a Global Girls Crew and reimagine an iconic RUN DMC track.
The video accompanying ‘She Built That’ takes the classic 80s hip-hop song ‘It’s Like That’ and gives it a modern spin to celebrate girls’ creativity, with group members Joseph “Rev Run” Simmons and Darryl “DMC” McDaniels also appearing in LEGO minifigure form.
With updated lyrics aimed at inspiring girls globally to see themselves as builders, creators and innovators, ‘She Built That’ aims to honour the past and pave the way for future female innovation.
“RUN DMC has always stood for breaking barriers and inspiring change,” said Joseph “Rev Run” Simmons and Darryl “DMC” McDaniels. “We’re excited to see our classic anthem reimagined as “She Built That”, celebrating the creativity and innovation of girls everywhere. Just as we pushed the limits of hip-hop, we want to inspire a world where every girl recognises her building power.”
The ‘She Built That’ music video also references historical female pioneers and contemporary innovators, such as Nancy Johnson, the inventor of the first ice cream maker, Cindy Campbell, the creative force behind the first-ever block party hip-hop poster, and Hedy Lamarr, Hollywood actress and the inventor of frequency-hopping spread spectrum technology.
“Being a builder goes beyond hard hats and hammers,” said Lena Dixon, SVP, Product Group, Core Businesses at the LEGO Group. “It’s about harnessing the creative potential within every young person to construct dreams, forge connections, and shape the future. 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.”
Support the work that Brick Fanatics does by purchasing your LEGO using our affiliate links. Thanks!
