LEGO is Celebrating Female Builders on International Women’s Day
Laura McQuarrie — March 8, 2021 — Life-Stages
References: lego & designtaxi
One of the newest toy ads from LEGO remixes a poster from 1981 and it celebrates young female builders on International Women’s Day. The ad was based on the 'What it is is beautiful' campaign where girls are shown posing with their building block creations, and the reinvented version of this called Future Builders, encourages imagination.
LEGO is giving parents the chance to submit images of their kids holding their own creations, and the campaign site shares a unique poster with participants. As LEGO says, "The campaign is designed to encourage and champion today’s young women on their journey to becoming the decision-makers, role models and changemakers of the future." The Future Builders campaign is devoted to celebrating the next generation, no matter their interests, passions or career dreams.
LEGO is giving parents the chance to submit images of their kids holding their own creations, and the campaign site shares a unique poster with participants. As LEGO says, "The campaign is designed to encourage and champion today’s young women on their journey to becoming the decision-makers, role models and changemakers of the future." The Future Builders campaign is devoted to celebrating the next generation, no matter their interests, passions or career dreams.
Trend Themes
1. Celebrating Young Female Builders - Companies can promote gender equality in traditionally male-dominated fields by showcasing young female builders and encouraging their imagination and creativity.
2. User-generated Content Campaigns - Brands can engage with their audience through user-generated content campaigns like LEGO's Future Builders campaign, by inviting participants to submit images of their own creations and sharing a unique poster with them in return.
3. Promoting Diversity and Inclusion - Businesses can promote and celebrate diversity and inclusion by showcasing individuals from different backgrounds, interests, passions, and career dreams, and showing that everyone can make a difference in their own way.
Industry Implications
1. Toy Industry - The toy industry can innovate by creating more gender-neutral and diverse toys to encourage creativity and imagination in all children.
2. Advertising Industry - The advertising industry can innovate by creating more inclusive and diverse campaigns that showcase individuals from different backgrounds and highlight the power of imagination and creativity.
3. Education Industry - The education industry can innovate by promoting creativity and imagination in all students, regardless of gender, race, or socioeconomic status, and by showing them that they can make a difference in the world.
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