Play Unstoppable: LEGO® Campaign Aims to Break Gender Barriers in Play

This March, The LEGO Group announces the launch of Play Unstoppable – an empowering campaign which aims to encourage girls to experiment and express their creativity freely.

Empowering Creative Confidence Through Play

Through creative play, The LEGO Group hopes to unlock girls’ creative confidence by liberating them from the pressure of perfection and enjoying the freedom to Play Unstoppable. 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 Princess™, Creator, Classic, DREAMZzz™, Harry Potter™, Minecraft®, Gabby’s Dollhouse and an all-new Animal Crossing™ theme.

For example, the LEGO Friends theme is designed to play out a wide variety of scenes based on real-life experiences, including interaction with environmental issues such as tree planting, animal conservation and electric vehicles. Children can even combine different sets to make a whole Friends neighbourhood to play in! On the other hand, LEGO DREAMZzz™ features innovative building sets that use story-led instructions to invite kids into the action and empower them with the freedom to create any fantastical creatures and vehicles they can dream up.

This year, some of the new sets include 42614 LEGO® Friends Vintage Fashion Store where young builders can have fun with upcycled clothing items while learning about sustainability; and a detailed 43246 LEGO® Disney Princess™ Market Adventure which opens endless play possibilities for fans of Disney. Enjoy three different build-and-play experiences with 31156 LEGO® Creator Tropical Ukulele, and let your imagination take flight with the fantastical 71476 LEGO® DREAMZzz™ Zoey and Zian the Cat-Owl set. Lastly, kids can customise their Animal Crossing™ world to fit their imaginative stories with the cosy 77050 LEGO® Animal Crossing™ Nook’s Cranny & Rosie’s House featuring beloved characters from the series.

Jacinth Liew, Parenting Coach, Our Little Playnest, also shares actionable ways for parents to inspire their girls to experiment, take creative risks and embrace failure with LEGO play:

Build a LEGO trophy for each other with 42620 LEGO Friends Olly and Paisley’s Family Houses and discuss and celebrate each other’s strengths. This helps to create a supportive family environment, builds confidence in your child and helps her to see that her thoughts and feelings matter.

Use LEGO bricks and paint to create sculptures with 42604 LEGO Friends Heartlake City Shopping Mall to tell a story. In the process of creation, we are bound to face roadblocks but by putting on our thinking caps to solve the problem, it can be a stepping stone for growth.

Ignite your child’s imagination by tasking them to build a futuristic fashion store with 42614 LEGO Friends Vintage Fashion Store. Encourage your child to think out of the box and let their imagination run wild.

LEGO sets are available across LEGO® Certified Stores, LEGO Official Store on Lazada, Shopee, LEGOLAND™, as well as major retailers and department stores in Malaysia.

More Stories
Samsung Galaxy A42: Affordable 5G with Gaming Performance!