LET HER IMAGINATION RUN WILD

Join LEGO Middle East’s latest #SheBuiltit campaign to help your daughter spread her wings of creativity

Way back when in the 70s, every LEGO box included a letter to parents that read: “The urge to create is equally strong in all children. boys and girls. It’s imagination that counts.” Challenging the common belief that toys enabling creativity such as building blocks and puzzles are only enjoyed by boys and not girls, LEGO Middle East has bought this misconception to the forefront in their latest campaign, #SheBuiltIt. The campaign aims to encourage your little girl to craft both their individuality and express themselves creatively to a world of possibilities with LEGO. The campaign was born out of a wider regional initiative that “Imagination Has No Gender”. To prove to the world that girls are equally as capable as boys to take on any challenge, accomplish any task and attain any achievement. Supporting evidence that girls can play with dolls and build a rocket too – inspiring a new generation of gender equal children.

LEGO Middle East has been on a mission to inspire parents and little girl’s a like. In September, when they ran a social media competition, they called upon parents to celebrate their daughter’s creative skills, by sharing a picture on social media of their little one next to their LEGO creations. On International Day of the Girl, October 11 (a day we strongly celebrate here at Emirates Woman) one lucky winner, will get to fly to LEGO House – in Billund, Denmark along with her family. This once-in-a-lifetime opportunity gives children the chance to shape their world through imaginative play, #SheBuiltIt fosters gender equality and demonstrates that girls can too use their imagination to build LEGO and have an exciting time doing it.

It is a large misconception in this region that little girls do not like LEGO, or building blocks. LEGO have taken the time to conduct a number of studies that reiterate this is simply untrue. Little girls are equally interested in exploring the world around them, building blocks inspire what their world should like from every child’s perspective, it is when we watch them playing with LEGO that we can see their passion for play. So we encourage all little girls to play, build and express their creativity using LEGO to help build the world around them. Inspiring change across the region to encourage the builders of tomorrow who have boundless potential to shape their own future.

To find out more about this wonderful initiative please head to https://www. facebook.com/events/351140829106907/