The schoolgirls enjoyed a day out with LEGO to dispel a common stereotype, after studies found fears from parents about the depictions of boys as builders
A group of schoolgirls enjoyed the ultimate work experience at LEGO – smashing a common stereotype in the process.
The pint-sized creatives swiftly dismissed the stereotype all builders are male as they honed their skills as creators and builders at the Dance Your Way Home festival at London’s Southbank Centre.
The ‘She Built That’ event saw 350 girls tackle roles including art director, boom operator, set builders and stylist in addition to performing as dancers in the final show – created by an entirely female crew.
It was set up after LEGO Group research found that 86% of UK parents and children believe the media depicts boys as builders or creators, more often than girls.
The initiative aims to champion inclusivity in creative spaces and modernise perceptions of what it means to be a ‘builder’ today.
The survey also revealed 79% of parents believe society highlights men’s inventions more than women’s.
A clear confidence gap exists between mums (56%) and dads (73%) in how they rate their ability to ‘build’ – showing long-standing gender biases
Of those quizzed, 83% of parents think it’s time for society to rethink the word ‘building’ and make it more gender inclusive.
The research also revealed that parents are eager for their kids to explore their creativity through building – with 78% wishing their child could build more.
The content showcased the talent and creativity of the young people, with a few special guest appearances including content creators and professionally trained dancers Brooke & Jess ,TrendKids, Starr Kiely and Laurie Elle.
Taking up the mantle as Art Director, 12-year-old Annabelle headed up the crew of young girls.
Annabelle said: “Directing people at the event felt like the best building project ever. Aside from building bricks, we built a story, amazing dance routines and big ideas together.
“I want other girls to know that creating isn’t just for boys or adults – it’s for anyone with imagination and a bit of courage.”
Kuran Sharma, Head of Marketing for the UK & Ireland at the LEGO Group, said: “We see a world of endless creative possibilities for girls.
“That’s why this event was so crucial in helping redefine and reclaim what it means to be a builder as we collectively shift the narrative.
“We assembled an all-female crew so the girls taking part can see themselves reflected in every aspect of production – from behind the camera through to centre stage.”
Director Chlöe Victoria Hughes said: “We could’ve filmed this in a studio with professional dancers and flawless choreography, but that’s not what this project is about.
“We wanted real girls who were excited to be part of something new, to have fun and to bring their own energy and joy to the screen.
“This wasn’t about perfection, it was about connection, expression and giving people a unique experience.
“Honestly, it was the most fun I’ve ever had on set.”
You can watch the ‘She Built That’ dance takeover here