LEGO announced its mission to remove gender bias from its toys after studies revealed that attitudes to play and future careers remain unequal and restrictive. Traditionally, LEGO was accessed by more boys who were encouraged to participate in STEAM activities at younger ages. Yet, by steering girls away from STEAM play as children, they were less likely to pursue eventual career paths in science or technology contributing to today’s wide gender gap in these fields.
We were tasked with creating YouTube content about STEAM in a culturally relevant way that would get girls excited about LEGO play by meeting them where they’re at and leveraging the power of LEGO IP: Classic, Minecraft, and Disney Princess.
LEGO MINECRAFT
We tapped Twitch streamer, TikToker, and YouTuber Hannahxxrose known for playing Minecraft (Ultra Hardcore mode) to inspire young girls to bring their creative touch into the real world with LEGO Minecraft. In this video Hannah asks: “what happens when you make Minecraft builds in LEGO bricks?” She takes the audience through mini experiments that compare & contrast how things work IRL versus the Minecraft world with 3 different builds.
LEGO CLASSIC
Girls often assume LEGOs are for building perfect replicas of models on the box cover, when their preferred style of play is often more creative and narrative driven. We wanted to show girls that LEGO is more than building — it’s about playful creativity and empowerment. Using stop-motion animation, we told the story of a “brain” — represented by one pink brick who discovers a love for STEAM and pursues her passions despite the doubts of others.
DISNEY PRINCESS: COMING SOON