LEGO Revises Its Iconic 1981 ‘What It Is Is Beautiful’ Campaign In Celebration Of International Women’s Day 2021

LEGO Revises Its Iconic 1981 ‘What It Is Is Beautiful’ Campaign In Celebration Of International Women’s Day 2021
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Ever wanted to see your kid on that famous LEGO ad from 1981? Now you can, says the company, thanks to a new ad campaign. To mark International Women’s Day, LEGO is launching a new  campaign focusing on young female builders.

The print campaign is based on LEGO’s now iconic 1981 “What it is is beautiful” advertisement that featured a young girl proudly holding her newly-built creation. Check out the original – and now 40 year old – ad below:

The new campaign will allow parents to submit images of their children holding their designs, along with a few keywords, and the website will then generate a unique poster based on the image that will be emailed back.

Called ‘Future builders’, you can check the site out here.

And check out the very modern and 2021 take on the original ’81 ad below:

Research from the latest LEGO Play Well Study shows that 73 per cent of parents believe gender differences are driven more by societal expectations than biology with many children seeking to positively challenge gender stereotypes in society, the LEGO Group is committed to supporting them and creating a more inclusive and diverse workforce that will live up to their ideals and expectations.

Julia Goldin, global chief product and marketing officer at the LEGO Group commented: “At the LEGO Group, we believe children are our role models. We look to them for inspiration every day and want to help them break down gender stereotypes and create opportunities for everyone. Celebrating people helps empower people, and through this campaign we, along with the help of parents and caregivers, want to celebrate the skills and creative potential of today’s young women – the next generation of amazing female leaders!”

As well as recently introducing its Responsible Workplace initiatives, the LEGO Group has signed-up to the UN Women’s Empowerment Principles to help guide how it can better empower women and girls, accelerate gender equality, and encourage more young girls to believe they can achieve anything they set their hearts on.

 

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