Hot Pick

Lego liberates young girls from the pressure of perfection

The campaign spotlights gendered language bias and champions freedom in play to help girls reach their full creative potential

Georgie Moreton

Deputy Editor, BITE Creativebrief


The LEGO Group – Play Unstoppable

A new global study from the LEGO Group has revealed girls feel intense pressure to be perfect and with three quarters of girls aspiring to work in creative industries. A new film spotlights the creative possibilities that are unlocked when girls are free to play unstoppable.

Exposure, London

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Creativity Children Girls

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