This empowering initiative encourages young girls to break stereotypes, dream boldly, and build the future on their own terms
The LEGO® Group has launched a brand-new She Built That campaign which aims to redefine and reclaim what it means to be a builder and celebrate girls’ creativity through creative and limitless LEGO play. The LEGO Group hopes to help every girl recognise her building power through a bigger portfolio of LEGO sets to unlock creative fun for everyone, enabling girls to explore their passions through building.
Empowering Creative Confidence Through LEGO Play
Through creative play, The LEGO Group hopes to unlock girls’ creative confidence and inspire girls everywhere to see themselves as creators and pioneers. With a bigger portfolio of LEGO play that caters to diverse interests and passions, young girls can create endless worlds across various themes such as LEGO Friends, Disney™, Botanicals, Creator and Gabby's Dollhouse.
Among these exciting and fun LEGO sets is the 42671 LEGO® Friends Plant Café & Flower Shop, designed to inspire creative friendship stories with elements such as a flower store, café with outdoor seating, and LEGO® Friends characters like Aliya, Esma and Nugget the cat. Additionally, kids who love camping and adventures can enjoy building their own camper van with 42663 LEGO® Friends Friendship Camper Van Adventure.
For an immersive play experience with everyone’s favourite Disney princesses, the detailed 43267 LEGO® Disney Princess™ Castle & Royal Pets and 43278 LEGO® Disney Princess™ Mini Arendelle Castle & Elsa's Ice Palace feature interactive play elements like movable furniture and well-loved characters Ariel, Rapunzel, Mulanalong with the first-ever Mushu character, as well Elsa and Anna.
Fans of Disney can also build and bring their beloved characters like 43257 LEGO® Disney™ Angel and 43249 LEGO® Disney™ Stitch to life, which can be paired together for more storytelling or as a fun display.
Other sets will ignite creativity among young builders too! The 10347 LEGO Botanicals Petite Sunny Bouquet and 10349 LEGO Botanicals Happy Plants lets kids build and arrange their own beautiful and cheerful floral display. For expanded creative possibilities, the 31169 LEGO Creator Typewriter with Flowers can be rebuilt into a fun keytar or a decorative flowerpot.
Where to Get the LEGO
These sets are available at LEGO Certified Stores (LCS), LEGO Official Store on Lazada, Shopee, Amazon, as well as major retailers and department stores in Singapore. Give the female creators in your life — young and old alike — the gift of endless creativity and enjoy the following promotions:
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Enjoy 25% off with purchase of any 2 selected LEGO® Friends or LEGO® Disney sets at LEGO Certified Stores and LEGO Official Store on Lazada, Shopee, Amazon from 26 May to 15 June.
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Enjoy a 20% discount on selected LEGO® Friends and Disney™ sets when you shop at major retailers and department stores in Singapore from 26 May to 15 June.
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Redeem an exclusive 30697 LEGO® Nova’s Doghouse Build with a SGD69 spend. LCS and LEGOLAND® Malaysia Resort shoppers can also get a limited-edition LEGO® Friends Notebook with stickers with a SGD129 spend from 26 May to 27 July.
Build Her Confidence One Brick at a Time
Play is powerful. Whether your daughter is creating her own dream city or solving problems through imaginative builds, LEGO® helps her learn to experiment, persist, and think outside the box. This campaign encourages you to support her curiosity and give her the freedom to build without limits.
Even better, you can join in on the fun too. Families are encouraged to co-create, explore new challenges, and celebrate the joy of trying something new together.
Inspiring Girls with the She Built That Anthem
As part of the She Built That campaign, The LEGO Group has also re-imagined Run-D.M.C.’s trailblazing hip hop track “It’s Like That” into a vibrant celebration of girls’ creativity together with its Global Girls Crew — a powerhouse of young female creators featuring US teen scratch sensation and spinner-to-the-stars DJ Livia, 15-year-old British drumming prodigy Nandi Bushell, Chinese alt-pop icon, Cacien, and Dutch-Surinamese vocalist Pink Oculus.
Titled “She Built That,” the lyrics and music video aim to inspire society and girls globally to see themselves as inspiring builders, creators and innovators. The new rendition of the hit brings together standout stars from Gen Z and Gen Alpha, showing how girls are already shaping the world around them in incredible ways. The music video honours the past and paves the way for a future where all girls can confidently declare: “She built that!”. Fans can view the “She Built That” music video here.
For more information, visit the LEGO Singapore website.
