The LEGO Group has launched a colourful new campaign designed to celebrate girls’ creativity and construction abilities. Entitled She Built That, the campaign re-imagines RUN DMC’s trailblazing hip hop track It’s Like That. Starring LEGO’s ‘Global Girls Crew’, fans can view a centrepiece two-minute film on the toyco’s YouTube channel.
In a world where “building” is still seen through a gendered lens, the re-envisioned anthem, first launched in 1983, constructs a new narrative. The music video, which features updated lyrics, aims to inspire society and girls globally to see themselves as inspiring builders, creators and innovators.
Lena Dixen, SVP, product group, core businesses at the LEGO Group, said: “Being a builder goes beyond hard hats and hammers; it’s about harnessing the creative potential within every young person to construct dreams, forge connections, and shape the future. Every girl and woman is a builder – whether it’s assembling teams, tackling challenges, or pushing boundaries. With ‘She Built That,’ we aim to empower the next generation of female builders and help foster a society where all children can realise their creative potential and receive recognition, regardless of gender.”
The new rendition of the hit brings together standout stars from Gen Z and Gen Alpha (the Global Girls Crew), showing how girls are already shaping the world around them in incredible ways. Members of the crew include US teen scratch sensation and spinner-to-the-stars DJ Livia, 15-year-old British drumming prodigy Nandi Bushell, Dutch-Surinamese vocalist Pink Oculus, and Chinese alt-pop icon Cacien.
Nic Taylor, SVP at the LEGO Group and head of Our LEGO Agency added “As we set out to celebrate the creativity of female builders, repurposing RUN DMC’s iconic song was a natural choice. ‘It’s Like That’ has always been about challenging norms and inspiring change, and with ‘She Built That,’ we’ve infused it with the essence of empowerment and innovation. This reimagined anthem is a movement to redefine what it means to be a builder. We want to inspire girls everywhere to see themselves as creators and pioneers, capable of shaping their world in extraordinary ways.”
Joseph “Rev Run” Simmons and Darryl “DMC” McDaniels said: “Run DMC has always stood for breaking barriers and inspiring change. We’re excited to see our anthem reimagined as She Built That, celebrating the creativity and innovation of girls. We want to inspire a world where every girl recognises her building power.”
To help champion girls’ creativity, the LEGO Group has launched its latest iteration of Creativity Workshops. As part of this, it is offering a series of workshops for young creators aged 6-12, available at select LEGO Stores and on LEGO.com. To mark the launch of She Built That, the LEGO Group has also launched a new avatar-based game. LEGO Group will unveil the next phase of the She Built That campaign later this year, looking to further empower girls to build inspiring futures.
