Lego builds bridges to include girls in play

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Lego rebuilds bridges with gender sensitivity
Lego rebuilds bridges with gender sensitivity

The company's latest ad focuses on the empowerment of young builders regardless of gender

Lego’s previous attempts to appeal to young girls hit like a ton of bricks.

"Lego Friends," which the brand released back in 2012, featured pink and purple bricks and sets with names like "Beauty Butterfly Shop." But Lego has a new strategy to reach girls, which has clicked neatly into place with a new 60-second spot from Union Made Creative.

In the ad, a girl uses a Lego toy to unleash her imagination as her voiceover tell tells the viewer: "Because you taught me how to think and how to dream, I'm about to make something that I know will make you proud."

It’s a message that will likely resonate with both children and adults. Lego isn’t a toy for boys or for girls – it’s a toy for independent children who use play time to discover more about themselves rather than following rote instructions.

Although Lego has been through some hard times recently – in addition to the "Lego Friends" bomb, the brand almost filed for bankruptcy back in 2004 – it’s been working to built itself up as a so-called recession-proof toy. In recent years, Lego’s sales were up 60 percent. As demonstrated in Lego’s recent ad, the timeless brightly colored bricks fuel for a children's imaginations. But as of 2012, 91 percent of Lego’s sales came from males. The brand seems to be on a mission to change that.

Campaign credits

Client: Lego
Spot: "Inspire Imagination and Keep Building"
Brand Managers: Erin Fortier Reed, Jennifer Paoletto
Lead Model Designer: Erik Varszegi
Art Director: Laura Norman
Agency: Union Made Creative, Culver City, Calif.
Chief Creative Officer, Founder: Keith Cartwright
Copywriter: Whitney Ruef
Art Director: Lydia White
Producer: Charity Bustamante
Production Company: GO
Director: Brigg Bloomquist
Line Producer: Greg Jones
Director of Photography: Pablo Berron
Production Assistant: Shawn Davis
Editorial: Cut+Run
Editor: Isaac Chen
VFX/Finish: Cut+Run
Creative Director: David Parker
Flame Artist: Shauna Prescott
Audio: Henryboy
Sound Designer: Bill Chesley
Telecine: Company 3
Colorist: Tyler Roth

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