[ad_1]
Global toymaker Lego has begun a campaign that champion the way girls play and to help them overcome societal expectations by linking up with women soccer stars Megan Rapinoe, Yuki Nagasato, Sam Kerr and Asisat Oshoala.
According to research conducted in 2022 by the Geena Davis Institute, which heard from 6,844 parents and children aged 6-14 years old in China, Czech Republic, Japan, Poland, Russia, the U.K. and U.S., 82% of girls think it’s OK for girls to play soccer and for boys to practice ballet, compared to only 71% of boys.
To promote its advocacy for girls’ play without limits, the brand has released a 1 minute film titled “Play Moves Us” featuring girls from around the world learning and developing through their chosen activity, be it soccer, gaming, playing in a rock band or building with Lego.
The film’s narration opens with “Play moves us to do mighty things,” before running through various vignettes of examples of girls at play, with each of the soccer players making cameos.
The short film will be available on lego.com and supported by each of the players on their social media channels.
The campaign was produced as part of Lego’s “Play Unstoppable” platform that aims to challenge stereotypes around play and creative building.
The film was created by The Lego Agency APAC, the Lego Group’s in-house creative team, and directed by Danielle Katvan, director at 1stAveMachine.
A Lego Icons playset featuring minifigures of the four soccer players will be released with the aim of championing the potential achievements of girls and women when given the freedom to play openly and competitively.
