Lego has turned its skills from physical construction to mental building blocks by partnering with Great Big Story and CNN for Play Her Way – a new series designed to inspire young girls and their parents to dream big.
Relaying inspirational tales from an indoor skydiver to a drumming prodigy the partnership will communicate possibilities which transcend gender by showcasing girls from across the Asia-Pacific region who have achieved exceptional things in their respective fields.
Sunita Rajan, senior vice president, advertising sales, Asia Pacific, CNN International Commercial said: "This new partnership is a great alignment of brands, bringing the Lego Group for the first time together with Great Big Story in a campaign to engage audiences across the world through the power of storytelling while shining a spotlight on girl power."
Ivan Zeng, senior regional marketing director, Lego Asia-Pacific Market Group, added: "We found an extremely creative storyteller with strong APAC reach in CNN and Great Big Story to share the amazing stories of girls who have played their way successfully with tremendous support from their parents. We hope these stories can inspire millions of parents across Asia-Pacific to support their girls to play her way.”
Each episode will focus on a different ambassador including a 14-year-old CEO and a figure-skating champion.
CNN-owned Great Big Story has previously partnered with Genesis Motors.