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Lego: Get the World Ready for Girls

Client: Lego
Date: Oct 2021
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In celebration of the United Nations’ International Day of the Girl, Lego has released a new film, ‘Let’s get the world ready for girls,’ calling on parents and children to champion inclusive play for all.

The spot features inspiring and entrepreneurial girls who are already rebuilding the world through creativity, including Fatima, who is the UAE’s youngest inventor; her sister Shaika, who loves space and wants to be the first woman on the moon; and Chelsea, who is the founder of a charity that gives away free art supplies to children in need.

New research commissioned by the Lego Group reveals that girls today feel increasingly confident to engage in all types of creative activities, but remain held back by society’s ingrained gender stereotypes as they grow older.

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