The first is a series of creative workshops, taking place at Lego stores and online throughout the year, which invite creators aged six through 12 to play around passion points including entertainment, space and gaming.
Starting in April, the Lego Life application will host content focused on building creative confidence.
Lego also released a 10-step guide for parents to foster creative confidence in their children. Developed with Harvard University-trained parenting researcher and author Jennifer B. Wallace, the resource includes tips on language choices and how to encourage children to create things even through mistakes.
Internally, the brand is holding training for employees about inclusive language and gender biases.
Finally, to work toward systemic change, The Lego Group and Lego Foundation partnered with Save the Children to host programs in schools and youth clubs in countries such as China, Mexico, Vietnam and Indonesia.
“There’s no silver bullet to solve this,” Akuya said. “But changing our everyday language is something that’s available to all of us.”
Lego itself has been on a journey to become more inclusive and eradicate gender stereotypes in the toy industry. In 2020, it partnered with the Geena Davis Institute on Gender in Media to conduct an internal audit that led to it removing all gender labels from its products.
CREDITS:
The LEGO Group
Head of Brand & Portfolio Comms: Laura Misselbrook
Global Brand and DEI Comms Lead, Brand & Portfolio Comms: Denise Lauritsen
Senior Communications Manager, Brand & Portfolio Comms: Ida Rosendahl
Global Creative Lead, Play Inclusion, OLA (Our LEGO Agency): Pia Chaudhuri
Global Brand Director, D&I, Brand Development – Carolina Teixeira
EXPOSURE
Head of Strategy: Nicola Davies
Creative Director: Sally Green
Executive Creative Director: Robin Ek
Executive Producer: Bhavisha Patel
Senior Producer: Natasha Buddle
CEO: Maneeze Chowdhury
Client Partner: Alex Darling Wilson
Design Director: Russell Hunt
Publicity: Jody Halliday
TREEHOUSE
Director: Jessie Ayles
Executive Director: Matt Rendell
Producer: Francesca Di Muro
Production Assistant: Cindy Veleva
DOP: Kia Fern Little
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