Hundreds of girls in the UK have been invited to celebrate the concept of being a creator, as a survey finds 86% of parents worry that media downplays female designers.
Although Lego used to be seen as more of a boys’ toy that has been changing a lot over recent years, not just through toy lines like Lego Friends, that are aimed primarily at girls, but by trying to encouraging women to take a more general interest in construction and building.
Worried that terms such as ‘builder’ could themselves be construed as a gender stereotype, Lego organised an event at London’s famous Southbank Centre, for 350 girls to take part in a celebratory dance event.
The concept was a result of Lego research that found 86% of parents and children believe the media portrays boys as builders and creators more often than girls, with only 56% of mums having confidence in their ability to ‘build’, compared to 73% of dads.
Over 83% of parents thought that the word ‘building’ should be more gender inclusive and 79% thought that society and media highlight men’s inventions more than they do women’s.
The whole issue is clearly important to parents, with 78% saying they wished their children could build more, rather than engaging in other less tangible activities.
Lego started the campaign in June, with an initiative to champion London buildings that were built or designed by women, with Brick Plaques to recognise their achievements.
‘We see a world of endless creative possibilities for girls, that’s why this event was so crucial in helping redefine and reclaim what it means to be a builder, as we collectively shift the narrative,’ said Lego’s Kuran Sharma of the dance event.
‘We assembled an all-female crew so the girls taking part can see themselves reflected in every aspect of production, from behind the camera through to centre stage.’
‘We could’ve filmed this in a studio with professional dancers and flawless choreography, but that’s not what this project is about. We wanted real girls who were excited to be part of something new, to have fun, and to bring their own energy and joy to the screen,’ added director Chlöe Victoria Hughes.
‘This wasn’t about perfection, it was about connection, expression, and giving people a unique experience. Honestly, it was the most fun I’ve ever had on set.’
The showcase included guest appearances from content creators and professionally trained dancers Brooke & Jess, TrendKids, Starr Kiely, and Laurie Elle. Although the art director was the considerably less experienced Annabelle, at just 12 years old, and the stylist was ‘Minnie’, who is only 10.
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