LEGO Group encourages girls to Play Unstoppable
THE LEGO Group successfully launched Play Unstoppable in the Philippines, a campaign geared toward inspiring girls to explore and express their creativity without limits. This followed the research, commissioned by the toy company, revealing that while girls feel increasingly confident to engage in all types of play, they remain held back by society’s ingrained gender stereotypes.
According to the findings, 76 percent of young girls felt confident in their creativity. However, these decline as they get older. Two-thirds of participants reported they often feel worried about sharing their ideas. This was compounded by the pressure of perfectionism and anxiety about making mistakes (72 percent). Even parents agree; 71 percent say girls were more likely to hold back developing their ideas because of these pressures.
Alero Akuya, vice president of Global Brand at the LEGO Group, said: “In an increasingly [artificial intelligencedriven] world, creativity is the magic that will set us apart. LEGO play — whether it’s free building or instruction-based — helps develop essential skills that are equally relevant to all children in today’s world. Because when girls have the space and freedom to express themselves fully, they are unstoppable, and that’s exactly what our play unstoppable movement celebrates.”
In a mission to break these barriers, the LEGO Group hosted a series of creativity caravans around Metro Manila. A wide range of LEGO themes were available in store. So, girls can build and play without limits.
To learn more about the LEGO Group, check out lego.com.