Empowering a New Generation of Girl Builders with The LEGO Group’s She Built That campaign!

The LEGO Group has launched their new She Built That campaign, which aims to redefine and reclaim what it means to be a builder and celebrates girls’ creativity

KUALA LUMPUR, 12 June 2025 – As part of the new campaign, The LEGO Group surveyed 32,605 parents and children up to 15 years old across 21 countries including Malaysia to uncover gender stereotypes around building, and how it has affected girls’ perception of their building skills.

Through creative and limitless LEGO play, The LEGO Group hopes to help every girl recognise her building power through a bigger portfolio of LEGO sets to unlock creative fun for everyone, enabling girls to explore their passions through building.

She Built That Study shows impact of gender stereotypes on creative confidence

This comes at a time when society’s view of builders is still heavily influenced by gender stereotypes. Through the She Built That campaign, The LEGO Group wants to challenge societal stereotypes that can stifle the potential of girls and inspire the next generation of female builders.

Despite progress, new global research commissioned by The LEGO Group reveals that when children hear the word “builder”, ‘a man on a construction site’ (39%) and a ‘boy playing with building blocks’ (36%) top the list.

The survey found that 80% of adults polled believe society still views boys as naturally better builders than girls. Unsurprisingly, as a result, girls and mums often undervalue their own building skills compared to boys and dads. The LEGO Group wants to change this.

The research also uncovered a confidence gap in children, with girls rating themselves lower in building abilities than boys. 70% of girls said they find it hard to think of themselves as someone who is good at building things.

Encouragingly, 81% of parents believe it’s time to make the word “building” more gender-inclusive, and children agree. Over 92% say everyone should feel capable of building, while 86% believe that early creative support could empower them to change the world.

For more key findings from She Built That 2025 Research, please refer to Annex A.

Ágnes Molnár, Marketing Director of Singapore, Malaysia and APAC Travel Retail, The LEGO Group, said: “Majority of parents (94%) in Malaysia say that it is time for society to rethink the word “building” and make it more gender inclusive. Every girl and woman is a builder – whether it’s assembling teams, tackling challenges, or pushing boundaries. At The LEGO Group, we also believe in challenging norms and instilling inspiration through creativity and empowerment. With She Built That, we aim to empower the next generation of female builders and help foster a society where all children can realise their full creative potential and receive the recognition they deserve, regardless of gender.”

Empowering creative confidence through LEGO play

Through creative play, The LEGO Group hopes to unlock girls’ creative confidence and inspire girls everywhere to see themselves as creators and pioneers. With a bigger portfolio of LEGO play that caters to diverse interests and passions, young girls can create endless worlds across various themes such as LEGO Friends, Disney™, Botanicals, Creator and Gabby’s Dollhouse.

Among these exciting and fun LEGO sets is the 42671 LEGO® Friends Plant Café & Flower Shop, designed to inspire creative friendship stories with elements such as a flower store, café with outdoor seating, and LEGO® Friends characters like Aliya, Esma and Nugget the cat. Additionally, kids who love camping and adventures can enjoy building their own camper van with 42663 LEGO® Friends Friendship Camper Van Adventure. For an immersive play experience with everyone’s favourite Disney princesses, the detailed 43267 LEGO® Disney Princess™ Castle & Royal Pets and 43278 LEGO® Disney Princess™ Mini Arendelle Castle & Elsa’s Ice Palace feature interactive play elements like movable furniture and well-loved characters Ariel, Rapunzel, Mulanalong with the first-ever Mushu character, as well Elsa and Anna. Fans of Disney can also build and bring their beloved characters like 43257 LEGO® Disney™ Angel and 43249 LEGO® Disney™ Stitch to life, which can be paired together for more storytelling or as a fun display.

42671 LEGO® Friends Plant Café & Flower Shop