June 5, 2023

International Women’s Day Initiative from the LEGO® Group

The LEGO® Group recently announced their 2021 International Women’s Day initiative. This year, the plan is to recreate a classic ad campaign from 40 years ago on social media with your help. The ad, shown below, featured a young girl and her LEGO® brick creation. The caption was “What it is is beautiful.” The ad went on to read:

Have you ever seen anything like it? Not just what she’s made, but how proud it’s made her. It’s a look you’ll see whenever children build something all by themselves. No matter what they’ve created.

International Women's Day campaign from the LEGO® Group.
Ad from 1981. Image used with permission, ©2021 The LEGO® Group.

International Women’s Day takes place on Monday, March 8. To celebrate, parents can submit photos of their daughters showcasing LEGO® creations along with a short description of the child’s creative approach (link below). Subsequently, the LEGO® Group will email back a unique poster in the style of the 1981 advert to share on social media using #LEGOFutureBuilders. Some examples are shown below. Do you have some creative future builders at home? Get them building along in the LEGO Group’s International Women’s Day initiative 🙂

Click here to visit the official LEGO site for more information and submissions.

Until next time,


p.s. for more LEGO® news from True North Bricks, click here.

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