The hands-on experience is part of LEGO’s larger global campaign launched earlier this year, which aims to challenge long-standing gender stereotypes around play. The campaign highlights that building and creative problem-solving are opportunities for everyone.
At the CNE, families were invited to take part in interactive building sessions that encouraged children—especially girls—to see themselves as natural builders and innovators. LEGO aims to create an inclusive environment where kids can freely explore their creativity while breaking down the outdated notion that construction toys are only for boys.
“Creating brick-in-hand experiences with children and parents is incredibly powerful because they bring the message to life,” Gene Fong, head of marketing for LEGO Group Canada, says. “When families build together in an inclusive space, it changes perceptions in real time … At the heart of this work is our mission to inspire the builders of tomorrow and the CNE activation gives us an opportunity to maximize that impact.”
Image Credit: The LEGO Group
