LEGO wants to redefine what it means to be a builder.
In partnership with Global Girls Crew, the toy brand launched a new campaign called “She Built That” to inspire girls to see themselves as inspiring builders, creators, and innovators.
The work includes a new hip-hop track and music video that reimagines RUN DMC’s 1983 hit “It’s Like That.” The video features Gen Z and Gen Alpha creators like DJ Livia, British drummer Nandi Bushell, Dutch-Surinamese singer Pink Oculus, and Chinese alt-pop artist Cacien.
“Run DMC has always stood for breaking barriers and inspiring change,” Joseph “Rev Run” Simmons and Darryl “DMC” McDaniels said in a statement. “We’re excited to see our classic anthem reimagined as ‘She Built That,’ celebrating the creativity and innovation of girls everywhere. Just as we pushed the limits of hip-hop, we want to inspire a world where every girl recognizes her building power.”
According to global research commissioned by LEGO, 39% of children associate the word “builder” with a men on construction sites, while 36% think of boys playing with building blocks. Additionally, 70% of girls said they find it hard to think of themselves as someone who is good at building things.
“She Built That” challenges those stereotypes.
“Being a builder goes beyond hard hats and hammers; it’s about harnessing the creative potential within every young person to construct dreams, forge connections, and shape the future,” shared Lena Dixen, svp of product group and core businesses at LEGO.
“Every girl and woman is a builder—whether it’s assembling teams, tackling challenges, or pushing boundaries,” she continued. “With ‘She Built That,’ we aim to empower the next generation of female builders and help foster a society where all children can realize their full creative potential and receive the recognition they deserve, regardless of gender.”
With the campaign, LEGO has launched an accompanying video game allowing players to create a custom mini-doll avatar they can use in their own version of the music video game.
