Overview

• A reimagined version of Run-DMC’s 1983 hit “It’s Like That,” retitled “She Built That,” stars Gen Z and Gen Alpha creators including DJ Livia, Nandi Bushell, Pink Oculus and Cacien.
• Global Girls Crew partnered with LEGO to produce the new hip-hop track and video, which is now available on streaming platforms with endorsements from Joseph “Rev Run” Simmons and Darryl “DMC” McDaniels.
• LEGO-commissioned research found 39 percent of children picture builders as men and 70 percent of girls struggle to see themselves as capable constructors, prompting the campaign’s focus on breaking gender stereotypes.
• The initiative includes a companion video game that lets players personalize mini-doll avatars and a free Creativity Workshop series for 6- to 12-year-olds at LEGO stores and online.
• Brick plaques honoring women architects and engineers adorn famous UK landmarks and will be highlighted at the immersive Southbank Centre pop-up to celebrate female contributions to construction.