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Girl in a jacket

The LEGO® Group breaks gender stereotype and encourages girls to ‘Play Unstoppable’

The LEGO Group successfully launched ‘Play Unstoppable’ in the Philippines, a campaign geared towards inspiring girls to explore and express their creativity without limits. This follows 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, three-quarters (76%) of young girls feel confident in their creativity. However, these decline as they get older with two-thirds reporting they often feel worried about sharing their ideas. This is compounded by the pressure of perfectionism and anxiety about making mistakes (72%). Even parents agree – 71 percent say girls are more likely to hold back developing their ideas, because of these pressures.

“In an increasingly AI-driven 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,” says Alero Akuya, VP of Global Brand at the LEGO Group.

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 are available in store so girls can build and play without limits:

LEGO Friends 42614 Vintage Fashion Store
SRP 3,299.00
LEGO Friends 42620 Olly and Paisley’s Family Houses
SRP 7,499.00
LEGO Disney Princess 43233 Belle’s Storytime Horse Carriage
SRP 1,000.00
LEGO Disney Princess 43246 Disney Princess Market Adventure
SRP 7,499.00
LEGO® Animal Crossing 77049 Isabelle’s House Visit
SRP 2,999.00

Drop by your nearest LEGO Certified Store (Alabang Town Center, BGC, TriNoma, Shangri-La Plaza, UP Town Center) now! You may also visit all leading toy stores near you or through official LEGO stores online such as bankeebricks.ph, Lazada, and Shopee.

To learn more about the LEGO Group, check out lego.com.


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Award-winning in-house native advertising and creative agency of INQUIRER.net

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