Lego relaunches a modernised ‘What it is is beautiful’ campaign for International Women’s Day

By on Monday, March 22, 2021

For International Women’s Day, Lego has ‘relaunched’ one of their famous ad campaigns from the 1980’s with a modern twist.

For those of us that remember, the print campaign centred around female builders proudly showing off their creations with the iconic phrase “What it is is beautiful” simply being added to each image.

Now, nostalgic parents can recreate the advert with their own children. By taking a picture of your child holding their creation, the Lego website will generate a unique poster and phrase that is then emailed back in response.

Called ‘Future builders’, you can check the site out here.

Julia Goldin, global chief product and marketing officer at the LEGO Group commented: “At the LEGO Group, we believe children are our role models. We look to them for inspiration every day and want to help them break down gender stereotypes and create opportunities for everyone. Celebrating people helps empower people, and through this campaign, we, along with the help of parents and caregivers, want to celebrate the skills and creative potential of today’s young women – the next generation of amazing female leaders!”

Additionally, the LEGO Group has signed up to the UN Women’s Empowerment Principles to help guide how it can better empower women and girls, accelerate gender equality, and encourage more young girls to believe they can achieve anything they set their minds to.

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