The LEGO Group has launched ‘She Built That,’ a global campaign that redefines what it means to be a builder by challenging long-standing gender stereotypes. Conceptualized and executed by an all-girls creative team from Gen Z and Gen Alpha, the campaign centers on a visually striking music video that celebrates imagination, resilience, and female-led innovation.

This initiative signals the beginning of a larger, yearlong effort to champion inclusivity in play. Upcoming rollouts will include interactive digital experiences, hands-on creativity workshops, and new product lines—all crafted to empower girls to shape their own narratives as builders. Additionally, in-store workshops exploring themes such as ‘Friendship’ and ‘Summer Fun’ are currently available for girls aged 6–12.

The campaign also pays tribute to groundbreaking women in science and design, including Hedy Lamarr and Dagny Holm, linking past and present to inspire the next generation of builders with purpose and ambition.

Image Credit: LEGO Group