Overview

• Launched June 4, 2025 in partnership with Global Girls Crew, the campaign casts girls as creators, innovators and modern builders.
• A new version of Run DMC’s 1983 hit “It’s Like That” stars Gen Z and Gen Alpha talents such as DJ Livia, Nandi Bushell, Pink Oculus and Cacien.
• LEGO research found 39% of children link “builder” to men on construction sites while 70% of girls struggle to see themselves as skilled builders.
• Iconic London structures have been adorned with Brick Plaques honoring women architects and engineers behind Waterloo Bridge, the London Eye and more.
• Engagement tools include a custom mini-figure video game, free Creativity Workshops for ages 6-12 and an immersive pop-up at London’s Southbank Centre.