Friday, March 8, 2024

The LEGO Group & Harvard Team Up for IWD to Support Creatives of Tomorrow

The LEGO Group and Harvard Have Partnered for International Women's Day to Support Creatives of Tomorrow.

Happy International Women's Day! Women have made leaps and bounds throughout history paving the way for our children and their children to seek out strong role models, break down societal barriers, and raise awareness in general. I am a boy mom. I was not blessed with daughters to guide and nurture, but I am the daughter of a mother and father who raised four strong, tenacious, and determined daughters. Since I have sons, I am doing the same with my sons - raising strong, hardworking, intelligent, and sweet boys who will help nurture and support your daughters to realize their dreams. Shout out to my husband for being one of those guys!  I am hoping other parents are doing the same! It takes a village to create a world where we can all live harmoniously. 

Speaking of creation, the master creators of the world's most innovative toys, The LEGO Group, has teamed up with Harvard parenting expert and author, Jennifer Wallace, to help inspire the female creatives of the future. The campaign has spawned a new short film called, 'More Than Perfect,' where their creativity, thoughtfulness, and intelligence are not just deemed as cute or as just a hobby, but classified with bravery, ingenuity, and uniqueness. The video is now live to watch on YouTube and is a part of LEGO's Play Unstoppable efforts. LEGO bricks truly provide miles and years of play, so their slogan of unstoppable play definitely rings true. 

The LEGO Group has performed a global study where they found that girls as young as five feel like their creativity is impacted due to the pressures of being perfect. Harvard-trained parenting researcher and bestselling author, Jennifer B Wallace says, 

When children fear failing, it can hamper their willingness to explore and think outside the box. This impacts the key skill of creative confidence - which can carry into adulthood. Creative confidence is the self-assurance to generate ideas, take risks and contribute unique solutions without fear of failure. It’s been found to be a cornerstone of well-being by boosting self-esteem, reducing stress, and increasing happiness, as well as a top-ranked skill for future workplaces according to the World Economic Forum. With over three quarters[1] of girls aspiring to work in creative industries it underscores the urgent need for change.

Another staggering number is that 80% of the girls studied said that they would branch out more and try new things if they received more praise. The takeaway here is that we need to nurture and foster all of our children's creativity, and truly listen to their ideas. I feel like this study brings us many steps backward into history. I read through The LEGO Group's '10 Steps for Fostering Creative Confidence,' and it's a colorful spread of ideas with supportive data to help inspire your child (boy or girl) to push their creative boundaries further without the pressures of perfection. The power of play is so important! We cannot lose sight of this as parents. You can find the article on

The LEGO Group is fully supporting this initiative to promote change in the mindset of these young builders. The LEGO Group has introduced an exciting series of free creativity workshops in select LEGO Stores and on aimed at young creators aged 6-12. The building workshops focus on Entertainment, Space, Gaming, Dreams & Imaginations and will take place throughout the year – starting this month. You can sign-up for the first set of in-store workshops now, but act quickly because tickets are going fast! 

Here are some LEGO sets to help support your girls this International Women's Day! These links are affiliate links for various stores. 

Support Wonder and Fantasy with the new LEGO® ǀ Disney Snow White and the Seven Dwarfs’ Cottage (43242). This beautiful 2,229-piece display set features a thatched roof, all seven dwarfs, Snow White and her Prince Florian, the Evil Queen as the old woman, and loads of play potential. This structured build is a great to hone fine motor skills, and build confidence! $219.99

Foster confidence early on through this STEAM Park by LEGO® Education. This set has everything that you need to begin a path of creativity and confidence. Ideal for Pre-K aged children, I would recommend the LEGO® Education StoryTales Set with Storage by LEGO® Education. This set has so many fun and whimsical elements and will help promote pretend play in addition to fostering a child's creative impulsivity. $169.95

Happy International Women's Day! Today and every day, we celebrate the many women who have changed the world for the better, saved lives, created life, and created epic LEGO sets! You can also view a collection of female LEGO Ideas creators to show your child that there is power within them to make a change - one brick at a time. 

[1] 79%

The data and more information supporting The LEGO Group's study:

To help champion and stand up for girls’ creativity, the LEGO Group is rolling out its biggest ever campaign celebrating girls and their creative worlds. Introduced as part of this is a series of exciting, free creativity workshops in select LEGO Stores and on aimed at young creators aged 6-12. Developed to show the power of creative freedom, the building workshops focus on Entertainment, Space, Gaming, Dreams & Imaginations and will take place throughout the year – starting this month. Sign-up for the first in-store workshops is now open but be quick, tickets go fast!

About the study

·       Commissioned by the LEGO Group, carried out by Edelman DXI

·       36 countries including Australia + New Zealand, Austria, Belgium, Brazil, Canada, China, Czech Republic, Denmark, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Italy, Japan, Kenya, Mexico, Netherlands, Poland, Portugal, Romania, Singapore, Slovakia, South Africa, South Korea, Spain, Switzerland, Sweden, Saudi Arabia, Taiwan, Turkey, UAE, UK, and the USA.

·       Total sample: 61,532, including 36,000 Parents (appr. 1000 per market) and 25,532 Children aged 5-12 years old (appr. 700 per market). 

·       Fieldwork: 13.12.23 – 24.01.2024


Chart 1


Chart 2

% of parents who would associate each of the terms exclusively to either gender *US

33% for Males


14% for Females

31% for Males


12% for Females

28% for Males


12% for Females

26% for Males


13% for Females

40% for Males


16% for Females

9% for Males


64% for Females

9% for Males


64% for Females

10% for Males


60% for Females

10% for Males


55% for Females

10% for Males


55% for Females

15% for Males


22% for Females


About the LEGO Group 
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine. 

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”. Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 130 countries worldwide. For more information: 



About Save the Children 

Save the Children believes every child deserves a future. Since our founding more than 100 years ago, we've changed the lives of more than 1 billion children. Around the world, we give children a healthy start in life, the opportunity to learn and protection from harm. We do whatever it takes for children—every day and in times of crisis—transforming their lives and the future we share. 



About the Geena Davis Institute on Gender in Media (GDIGM) 

Founded in 2004 by two-time Academy Award Winning Actor Geena Davis, the Geena Davis Institute (GDI) is the only global research-based organization working collaboratively within entertainment media to systemically increase diverse representation on screen, focusing on six identities: gender, race/ethnicity, LGBTQIA+, disability, age (50+) and body type. If they can see it, they can be it. For more information visit: 


About Peppy Agency 

Peppy agency is a Swedish consulting company supporting brands across the kids' media, game and toy industries. We use our deep insights and experience within social and emotional learning to help brands create safe and age-appropriate products, content, and experiences for kids. 

Our mission to nurture well-being, empathy, and kindness in kids everywhere. 


About the LEGO Foundation 

“The LEGO Foundation aims to inspire and develop the builders of tomorrow; a mission that it shares with the LEGO Group. The LEGO Foundation is dedicated to building a future where learning through play empowers children to become creative, engaged, lifelong learners. Its work is about re-defining play and re-imagining learning. In collaboration with thought leaders, influencers, educators and parents the LEGO Foundation aims to equip, inspire and activate champions for play.” 

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