The LEGO “Girls Are Ready” campaign champions inclusive play by challenging the gender stereotypes that continue to limit how society perceives girls’ creativity and potential. Built on a powerful insight that girls are already demonstrating extraordinary imagination, problem-solving, and creative confidence, the campaign reframed the narrative from “Get the girls ready for the world” to the far more urgent and truthful message: “Get the world ready for girls.”
We produced three impactful films featuring inspiring girls from the USA, UAE and Japan who are already rebuilding their worlds through curiosity, courage, and creativity. Their stories culminated in a 1-minute hero film released on October 9, International Day of the Girl, amplifying a global call for play experiences that support—not limit—girls’ ambitions.
To strengthen the campaign’s cultural and educational relevance, the LEGO group also partnered with the Geena Davis Institute to release an extensive Girls’ Creativity Study, revealing how societal expectations often undermine girls’ confidence, despite their proven creative abilities.
The campaign resonated widely and sparked meaningful conversation, earning coverage across It’s Nice That, The Drum, and Adweek.
Hero Film
Shaikha and Fatima, sisters from UAE
Read Shaikha and Fatima's awesome story here.
Mahiru's Story from JAPAN
Read about Mahiru's awesome story here.
Chelsea's Story from USA
Read about Chelsea's awesome story here.
