Shopping: Building Equality: LEGO Remixes Classic Hip-Hop to Empower Girls as Builders
- InsightTrendsWorld
- Jun 11
- 10 min read
Why it is the topic trending:
LEGO launched the "She Built That" campaign to challenge gender stereotypes in building.
The campaign features a remix of Run DMC's "It's Like That" with new lyrics celebrating girls as builders, performed by young female artists and featuring LEGO minifigures of Run DMC.
LEGO commissioned research revealing persistent gender stereotypes around building: only 57% of moms see themselves as good builders, 39% of kids still picture a man on a construction site as a builder, and girls are five times less likely to be seen as natural builders.
Despite these stereotypes, 92% of kids believe everyone should feel empowered to build, and 86% want the creative toolkit to do it.
The campaign includes expanded Creativity Workshops and a new online game where kids can direct their own "She Built That" video.
The initiative aims to show that "building isn’t a boys’ club" and empower Gen Alpha girls as builders.
Overview: LEGO has launched a powerful campaign called "She Built That" to tackle persistent gender stereotypes surrounding building. The initiative features a creative remix of Run DMC's iconic song "It's Like That," reimagined as an anthem celebrating girls as builders and performed by talented young female artists. Alongside the music video featuring LEGO minifigures of Run DMC, the campaign includes research highlighting ongoing stereotypes, expanded Creativity Workshops, and a new interactive online game. LEGO's goal is to rewrite the narrative around building, empower Gen Alpha girls, and reinforce the message that building is for everyone.
Detailed Findings:
Campaign Name: She Built That
Brand: LEGO
Goal: Challenge gender stereotypes in building and empower girls.
Key Element: Remix of Run DMC’s “It’s Like That” into an anthem for girl builders.
Featured Artists: DJ Livia, Nandi Bushell, Pink Oculus, Cacien.
Run DMC Involvement: Original duo featured as LEGO Minifigs in the music video.
Research Findings:
Nearly all parents say they build in daily life, but only 57% of moms see themselves as good at it.
39% of kids picture a man on a construction site when they hear “builder.”
Girls are five times less likely to be seen as natural builders.
92% of kids believe everyone should feel empowered to build.
86% of kids want the creative toolkit to build.
Campaign Elements:
Remixed music video.
Expanded Creativity Workshops (online and in-store).
New online game where kids can direct their own “She Built That” video.
Target Audience: Gen Z (for cultural remix) and Gen Alpha girls (empowerment).
Campaign Message: Building isn’t a boys’ club; girls have always been builders.
Key success factors of product (trend):
Leveraging Nostalgia and Cultural Relevance: Remixing a classic hip-hop song appeals to Gen Z parents and creates a memorable anthem.
Empowering Message: Directly addressing and challenging gender stereotypes resonates with contemporary values of inclusivity.
Multi-Platform Engagement: Utilizing music, video, interactive games, and workshops offers multiple ways to reach the target audience.
Data-Driven Approach: Basing the campaign on research highlighting the persistence of stereotypes adds credibility and focus.
Collaboration with Influential Figures: Featuring Run DMC and talented young artists increases visibility and cultural impact.
Key Takeaway: LEGO's "She Built That" campaign is a creative and impactful initiative that leverages cultural remixing and multi-faceted engagement to challenge gender stereotypes in building, empower girls, and reinforce the message that creativity and building are for everyone.
Main Trend: The main trend is the proactive effort by brands to challenge and dismantle gender stereotypes, particularly in areas traditionally dominated by one gender, using creative and culturally relevant methods to promote inclusivity and empowerment among younger generations.
Description of the trend: Rewriting the Narrative: Brands Actively Dismantling Gender Stereotypes for a More Inclusive Future
What is consumer motivation:
Desire for Inclusivity and Equality: Consumers, especially younger generations, increasingly value brands that champion diversity, equity, and inclusion.
Challenging Traditional Norms: A growing awareness and rejection of outdated gender stereotypes in various aspects of life.
Empowering Future Generations: A desire to create a more equitable world for children and young people, free from limiting stereotypes.
Supporting Brands with Values: Consumers are more likely to support brands whose values align with their own, including a commitment to social progress.
What is driving trend:
Increased Awareness of Social Issues: Growing public consciousness around gender inequality and the impact of stereotypes.
Influence of Social Movements: Movements advocating for gender equality and inclusivity are gaining momentum.
Generational Shift in Values: Younger generations are often more open to diverse identities and challenge traditional norms.
Power of Media and Representation: Recognizing the impact of media in shaping perceptions and the need for more diverse and inclusive representation.
What is motivation beyond the trend:
Creating a More Just and Equitable Society: A broader desire to contribute to a society where everyone has equal opportunities.
Inspiring Creativity and Innovation: Breaking down stereotypes can unlock creativity and potential in individuals who might otherwise feel limited.
Description of consumers article is referring to:
Best Description: The article refers to parents who hold beliefs about building abilities, children (specifically girls) who are internalizing stereotypes, and the broader Gen Z and Gen Alpha generations who are increasingly seeking brands that actively work towards inclusivity and representation.
Parents: Whose perceptions and potential unconscious biases can influence children.
Children (Gen Alpha): Who are forming their understanding of gender roles and capabilities.
Gen Z: Who appreciate culturally relevant campaigns and expect brands to be socially conscious.
Who are the consumers implied by article:
Who are them: Parents, children (particularly Gen Alpha girls), and socially conscious consumers (especially Gen Z).
What kind of products they like: LEGO products (obviously), media that promotes inclusivity, educational toys that challenge stereotypes, brands that align with their values.
What is their age?: Parents in various age ranges, children in Gen Alpha (born roughly 2010-present), and young adults/teens in Gen Z.
What is their gender?: While the campaign focuses on empowering girls, it also aims to influence the perceptions of boys and parents of all genders.
What is their income?: Not explicitly mentioned, but LEGO has a broad market appeal.
What is their lifestyle: Parents interested in their children's development and well-being, children who enjoy creative play, and young adults who are digitally engaged and value social justice.
What are their category article is referring shopping preferences: Likely to support brands that demonstrate a commitment to positive social change. For toys, they may seek out options that are gender-neutral or actively challenge stereotypes.
Are they low, occasional or frequent category shoppers: Varies depending on the product (e.g., LEGO might be occasional for some, frequent for enthusiasts).
What are their general shopping preferences-how they shop products, shopping motivations): Increasingly influenced by brand values and social impact, alongside product quality and price.
Conclusions: LEGO's "She Built That" campaign is a timely and relevant response to the ongoing need to challenge gender stereotypes. By creatively using music, research, and interactive content, LEGO is aiming to empower a new generation of girl builders and demonstrate the brand's commitment to inclusivity.
Implications for brands:
Actively Challenge Stereotypes: Look for opportunities to use their platform to dismantle harmful stereotypes in their marketing and products.
Engage with Younger Generations Authentically: Understand the values and cultural touchstones of Gen Z and Gen Alpha.
Go Beyond Surface-Level Representation: Demonstrate a genuine commitment to inclusivity through concrete actions and campaigns.
Leverage Cultural Remixing: Find creative ways to update legacy IP to resonate with contemporary audiences.
Implication for society:
Positive Influence on Gender Perceptions: Campaigns like this can help shift societal norms and encourage more inclusive views of abilities and roles.
Implications for consumers:
More Inclusive Products and Messaging: Consumers can expect more brands to address and challenge stereotypes.
Empowerment for Children: Girls, in particular, may feel more encouraged to explore their interests and potential in areas traditionally dominated by boys.
Implication for Future:
Continued Brand Activism: Expect more brands to take a stand on social issues and use their influence to drive positive change.
Emphasis on Inclusive Marketing: Marketing campaigns will likely become increasingly focused on representing diverse identities and challenging stereotypes.
Consumer Trend (name, detailed description): Brand-Led Inclusivity and Empowerment: Consumers are increasingly expecting brands to actively participate in promoting inclusivity and empowering marginalized groups, particularly younger generations who value social justice and representation.
Consumer Sub Trend (name, detailed description): Cultural Remixing for Social Impact: Brands are leveraging existing cultural touchstones, like classic music or established IP, and reimagining them with diverse talent and inclusive messaging to resonate with contemporary audiences and drive social change.
Big Social Trend (name, detailed description): The Ongoing Quest for Gender Equality: Despite progress, the pursuit of gender equality and the dismantling of harmful stereotypes remains a significant and ongoing social movement.
Worldwide Social Trend (name, detailed description): Global Emphasis on Diversity and Inclusion: Across the world, there is a growing recognition of the importance of diversity and inclusion in all aspects of society, including media and marketing.
Social Drive (name, detailed description): Desire for Equity, Representation, and Empowerment: Consumers are driven by a fundamental desire for a fair and equitable society where everyone feels seen, valued, and empowered to reach their full potential.
Learnings for brands to use in 2025:
Authenticity is Key: Consumers can spot inauthentic attempts at inclusivity. Brands must genuinely commit to their values.
Representation Matters: Showing diverse individuals in their marketing can have a powerful impact.
Creativity Enhances Impact: Innovative and engaging campaigns are more likely to resonate and drive change.
Strategy Recommendations for brands to follow in 2025:
Conduct Research to Understand Stereotypes: Identify the specific stereotypes relevant to their industry or product.
Partner with Diverse Talent: Collaborate with individuals from underrepresented groups to ensure authentic representation.
Develop Campaigns with a Clear Message of Empowerment: Focus on uplifting and celebrating diversity.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it: The trend of Brand-Led Inclusivity and Empowerment is seeing companies like LEGO actively challenging gender stereotypes through creative campaigns, demonstrating the importance for brands in 2025 to authentically engage with social issues, leverage cultural relevance, and empower marginalized groups to build trust and connect with increasingly values-driven consumers.
Final Note:
Core Trend: Brand-Led Inclusivity and Empowerment: Brands are actively working to challenge stereotypes.
Core Strategy: Authentically Engage with Social Issues and Empower Diverse Groups: Demonstrate a genuine commitment to inclusivity.
Core Industry Trend: Emphasis on Diversity and Representation in Marketing: Brands are increasingly focused on inclusive messaging.
Core Consumer Motivation: Desire for Equity, Representation, and Empowerment: Consumers value brands that align with their values of social justice.
Final Conclusion: LEGO's "She Built That" campaign is a powerful example of how brands can use their influence to promote positive social change and connect with consumers on a deeper level by actively challenging stereotypes and championing inclusivity.
Core Trend Detailed: The core trend of Brand-Led Inclusivity and Empowerment describes the increasing expectation and proactive engagement of brands in addressing social issues, particularly those related to diversity, equity, and inclusion. This trend signifies a shift beyond mere representation towards active dismantling of stereotypes and the empowerment of underrepresented groups. Consumers, especially younger generations, are holding brands accountable to higher ethical standards and are more likely to support companies that demonstrably use their platform and influence to promote a more just and equitable society. This involves not just showcasing diversity in marketing but also actively working to change perceptions and create opportunities for all individuals.
Key Characteristics of the Core trend:
Active Challenge of Stereotypes: Brands are moving beyond passive representation to actively confront and dismantle harmful stereotypes.
Focus on Empowerment: Campaigns aim to uplift and empower marginalized groups, providing them with visibility and opportunities.
Authenticity and Transparency: Consumers demand genuine commitment and are critical of performative allyship.
Cultural Relevance: Brands often leverage cultural moments, trends, or existing intellectual property to amplify their message.
Multi-Stakeholder Engagement: Campaigns often involve collaborations with diverse talent, community organizations, or advocacy groups.
Market and Cultural Signals Supporting the Trend:
Increased Consumer Awareness of Social Justice Issues: Growing public consciousness around inequality and discrimination.
Influence of Social Media Activism: Platforms enable widespread discussion and accountability regarding social issues.
Demand for Purpose-Driven Brands: Consumers are increasingly choosing to support brands that align with their values.
Corporate Social Responsibility Initiatives: Many companies are integrating social responsibility into their business models.
Growth of DEI (Diversity, Equity, and Inclusion) Efforts: Organizations are increasingly focused on creating more inclusive and equitable environments.
How the Trend Is Changing Consumer Behavior:
Increased Brand Loyalty to Inclusive Brands: Consumers are more likely to support brands that authentically champion inclusivity.
Boycotts of Brands Perceived as Inauthentic or Harmful: Consumers are also quick to hold brands accountable for missteps or inauthentic actions.
Demand for Diverse and Inclusive Product Offerings: Consumers are looking for products and services that cater to a wide range of identities and needs.
Implications Across the Ecosystem:
For Brands and CPGs: Requires a fundamental shift in marketing and product development to prioritize inclusivity and challenge stereotypes.
For Retailers: Need to ensure their product offerings and store environments reflect a commitment to diversity and inclusion.
For Consumers: Can expect to see more brands actively engaging with social issues and promoting inclusivity.
Strategic Forecast:
Brand-led inclusivity and empowerment will continue to be a significant and growing trend as societal expectations for corporate responsibility increase.
Brands that authentically embrace these values are likely to build stronger connections with consumers and foster long-term loyalty.
Areas of innovation <ctrl95>Here are some areas of innovation inspired by LEGO's "She Built That" campaign and the broader trend of brand-led inclusivity and empowerment:
Interactive Storytelling Platforms: Develop digital platforms where brands can share stories of individuals from underrepresented groups, allowing users to engage with these narratives in immersive ways (e.g., VR experiences, interactive documentaries).
Co-Creation Initiatives with Diverse Communities: Innovate by involving individuals from diverse backgrounds in the actual creation of products, services, and marketing campaigns to ensure authenticity and relevance.
Educational Resources and Workshops: Brands can create and sponsor educational resources or workshops that challenge stereotypes and promote inclusive thinking, both internally for employees and externally for consumers.
Technology for Inclusive Design: Develop and utilize technologies (e.g., AI, accessibility features) to ensure products and services are designed with inclusivity in mind from the outset, catering to a wider range of needs and abilities.
Partnerships with Advocacy Organizations: Forge deeper, more strategic partnerships with non-profit organizations and advocacy groups working on social justice issues to amplify impact and ensure accountability.
Gamified Learning Experiences: Create engaging games or interactive experiences that subtly challenge stereotypes and promote empathy and understanding towards different groups.
Transparent Reporting on Diversity and Inclusion Efforts: Brands can innovate by publicly sharing data and progress on their diversity and inclusion efforts, fostering trust and demonstrating genuine commitment.
Mentorship and Sponsorship Programs: Implement programs that provide mentorship and sponsorship opportunities for individuals from underrepresented groups within their own organizations and the broader community.
Final Thought (summary): LEGO's "She Built That" campaign serves as a compelling example of how established brands are recognizing the importance of actively challenging societal norms and promoting inclusivity. By creatively leveraging their platform and collaborating with diverse talent, LEGO is not just selling toys but also contributing to a cultural shift that empowers future generations and redefines perceptions of creativity and capability, demonstrating a powerful model for how brands can turn representation into meaningful reconstruction.
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