In celebration of the UN International Day of the Girl 2022, and aligned with the global STEAM theme (Science, Technology, Engineering, Arts, and Music), we spotlighted three remarkable 12-year-old girls in China who are actively challenging gender stereotypes. By showcasing how they thrive in traditionally male-dominated fields such as robotics because of—not in spite of—their girlhood, the campaign reframed what STEAM success can look like.
We launched a powerful hero film that highlighted their wit, confidence, and technical abilities—from coding to building with LEGO bricks. Beyond storytelling, we partnered with the girls to host a coding-and-building workshop dedicated to disadvantaged girls, giving participants hands-on access to STEAM learning experiences.
The campaign reignited public conversation around girls’ participation in STEAM, emphasising the societal responsibility to nurture and support their potential. It also generated strong positive sentiment and engagement among parents and shoppers, reinforcing LEGO’s commitment to inclusive, future-focused play.
In partnership with LEGO education and LEGO publishing, we held a robot-building workshop for girls where our three lead girls acted as mentors to other girls. They demonstrate how to create, build and test robots using LEGO bricks - and of course, the results are as creative and innovative as expected.
