She Built That: How LEGO Canada is Redefining What It Means to Be a Builder
In a bold and powerful push for inclusivity and cultural relevance, LEGO Canada’s 2025 She Built That campaign is breaking down gender stereotypes, one brick at a time. The campaign challenges the long-standing association of building with masculinity, reimagining who gets to be called a builder. Through music, creativity, and cultural messaging, young girls are spotlighted as creators, innovators and future leaders in a world that still associates “building” with boys.
According to the She Built That 2025 Study, commissioned by the LEGO Group, 68% of Canadian girls still struggle to see themselves as builders, and 58% of parents continue to picture a man when they hear the word. Yet, 84% of Canadian parents agree it's time to redefine what building means, and who it’s for. This initiative by LEGO Canada meets that cultural need head-on, with a multi-platform campaign that blends music, nostalgia and empowering storytelling to flip the script on what the future of building looks like
A Soundtrack for a Movement
At the heart of the campaign is a vibrant remix of Run-D.M.C.’s classic anthem It’s Like That, performed by an all-girl crew of Gen Z and Gen Alpha talent. Led by young stars like DJ Livia, Nandi Bushell, Cacien, and Pink Oculus, the music video fuses energetic beats with empowering lyrics and layers of nostalgia, sending a clear message: building isn’t just for boys—girls build the world too. Even Run-D.M.C. himself makes a playful cameo as a LEGO Minifigure, building generations and adding cultural clout.
Celebrating the Builders' History Forgot
What makes She Built That especially powerful is how it ties contemporary voices to historical trailblazers, honouring women like Hedy Lamarr, whose inventions paved the way for Wi-Fi, and Dagny Holm, the LEGO Group’s first Master Builder. This connection between pioneers of the past and creators of the present roots the campaign in a rich lineage of overlooked brilliance, helping girls see themselves as part of the story.
Activating Creativity Across Channels
But LEGO Canada’s mission goes far beyond a catchy anthem. LEGO is rolling out interactive workshops and digital experiences designed to empower girls aged 6-12 to explore what “building” means across friendships, fun and future ambitions. These initiatives speak to a broader truth marketers have come to understand: Gen Z and Gen Alpha are not just passive consumers – they don’t want to be talked at, they want to participate. Campaigns like LEGO Canada’s that give youth creative agency, digital empowerment, and use inclusive language will resonate far more deeply than one-way advertising.
Marketing Takeaways: Boldness with Purpose
LEGO Canada’s She Built That campaign is not just timely, it’s necessary. It’s a case study in how legacy companies can meaningfully connect with younger, values-driven audiences. For marketers, the campaign offers a blueprint for authentic youth engagement: start with real data, remix pop culture with purpose and invite your audience to build alongside you.
