Empowering Girls to Play Brick by Brick with The LEGO Group's New Play Unstoppable Campaign

A new global study by the LEGO group has found that a fear of failure, pressure to achieve perfection, and the nuancing of everyday language can play a pivotal role in inhibiting the creative confidence of young girls.

The LEGO Group launches Play Unstoppable – a campaign which aims to empower girls to experiment and express themselves creatively, after global research finds that creative confidence of young girls is dampened by societal pressure to be perfect.

Empowering Girls to Play Brick by Brick with The LEGO Groups New Play Unstoppable Campaign

Learn more about the study here: LEGO Play Unstoppable_Statistics Infographic.

To help families nurture creative confidence through the power of play and everyday language, Harvard-trained parenting researcher and bestselling author Jennifer B Wallace collaborated with The LEGO Group to launch a “10 Steps to Fostering Creative Confidence” parenting guide. Get a copy here.

Embark on new adventures with the family at VivoCity

From 11 to 17 March, families are invited to embark on an adventure at East Boulevard 1, VivoCity. Young girls will get to build their own creative storyland, assist LEGO Friends Paisley and Olly in locating their missing items, and take part in immersive photo opportunities.

Shoppers can also enjoy exclusive discounts off selected sets, redeem a 30658 LEGO Mobile Music Trailer with a minimum spend of SGD 69 on LEGO sets from selected themes, or a LEGO Girls tote bag with a minimum spend of SGD 99 on any LEGO sets.

Check out the LEGO Singapore website to learn more about this campaign.

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