Lego encourages play without limits in new partnership with female footballers
The ‘Play Unstoppable’ promo comes as the brick brand unveils minifigures of stars Megan Rapinoe, Yuki Nagasato, Sam Kerr and Asisat Oshoala.
The Lego Group is playing its part to celebrate the potential of girls with a new campaign built on the realization that girls feel less restrained by gender biases than boys when it comes to play.
Play Unstoppable takes the form of four new minifigures representing women’s football players Megan Rapinoe, Yuki Nagasato, Sam Kerr and Asisat Oshoala, in an 899-piece Icons of Play set.
Intended to show what girls can achieve when unleashed on the playing field the campaign is inspired by commissioned research undertaken by the Geena Davis Institute in 2021 which found that while 74% of boys felt that some activities are sex exclusive, just 62% of girls felt likewise.
Julia Goldin, chief product and marketing officer at the Lego Group, said: “When they have the space and freedom to express themselves fully, girls are an unstoppable force in the world. They are playful inventors, curious scientists, daring dreamers and bold adventurers – and that’s exactly what Play Unstoppable is celebrating.”
A hero film created by The Lego Agency APAC, the Lego Group’s in-house creative team, and directed by Danielle Katvan, director at 1stAveMachine, conveys this message, highlighting the role that sport plays in developing confidence.