Empowering girls brick by brick with The LEGO® Group’s new Play Unstoppable campaign!

• With The LEGO Group’s Play Unstoppable campaign, the Group aims to celebrate the boundless potential of young girls and empower them to experiment and express themselves creativity
• The Group will also be launching its first-ever Creativity Camps for girls and their parents at Sunway Velocity Mall on 3 and 4 March 2024, featuring a specially curriculum designed to unlock girls’ creative confidence

Kuala Lumpur, 23 February 2024 – This March, The LEGO Group announces the launch of Play Unstoppable – an empowering campaign which aims to encourage girls to experiment and express their creativity freely. As part of this campaign, the Group will also launch its first-ever Creativity Camp at the Sunway Velocity Mall on 3 and 4 March to empower young girls to unleash their creativity through engaging LEGO play experiences.

Apply Now: Join The LEGO Group’s first-ever Creativity Camp

Are you ready to Play Unstoppable with The LEGO Group?

Designed to unlock the creative confidence of girls through a unique curriculum by Jacinth Liew, (@ourlittleplaynest) that inspires them to experiment, take creative risks and embrace failure with LEGO play, the Creativity Camp will also equip parents with tangible tools and tips to empower their daughters.

Through a two-hour workshop hosted across two days, participants will get to learn about the importance of embracing a growth mindset, and be tasked with a variety of LEGO building activities, which aim to unlock girls’ creative confidence by liberating them from the pressure of perfection.

Sign-ups are now officially open. This event is by RSVP only, and you may click on the following link here to register. The Creativity Camp is only open to girls aged 6 to 12 and one accompanying parent.

Empowering creative confidence through play

Through creative play, The LEGO Group hopes to unlock girls’ creative confidence by liberating them from the pressure of perfection and enjoying the freedom to Play Unstoppable. With a bigger portfolio of LEGO play that caters to diverse interests and passions, young girls can create endless worlds across various themes such as LEGO Friends, Disney Princess™, Creator, Classic, DREAMZzz™, Harry Potter™, Minecraft®, Gabby’s Dollhouse and an all-new Animal Crossing™ theme.

For example, the LEGO Friends theme is designed to play out a wide variety of scenes based on real-life experiences, including interaction with environmental issues such as tree planting, animal conservation and electric vehicles. Children can even combine different sets to make a whole Friends neighbourhood to play in! On the other hand, LEGO DREAMZzz™ features innovative building sets that use story-led instructions to invite kids into the action and empower them with the freedom to create any fantastical creatures and vehicles they can dream up.

This year, some of the new sets include 42614 LEGO® Friends Vintage Fashion Store where young builders can have fun with upcycled clothing items while learning about sustainability; and a detailed 43246 LEGO® Disney Princess™ Market Adventure which opens endless play possibilities for fans of Disney. Enjoy three different build-and-play experiences with 31156 LEGO® Creator Tropical Ukulele, and let your imagination take flight with the fantastical 71476 LEGO® DREAMZzz™ Zoey and Zian the Cat-Owl set. Lastly, kids can customise their Animal Crossing™ world to fit their imaginative stories with the cosy 77050 LEGO® Animal Crossing™ Nook’s Cranny & Rosie’s House featuring beloved characters from the series.

Jacinth Liew, Parenting Coach, Our Little Playnest, also shares actionable ways for parents to inspire their girls to experiment, take creative risks and embrace failure with LEGO play:

• Build a LEGO trophy for each other with 42620 LEGO Friends Olly and Paisley’s Family Houses and discuss and celebrate each other’s strengths. This helps to create a supportive family environment, builds confidence in your child and helps her to see that her thoughts and feelings matter.
• Use LEGO bricks and paint to create sculptures with 42604 LEGO Friends Heartlake City Shopping Mall to tell a story. In the process of creation, we are bound to face roadblocks but by putting on our thinking caps to solve the problem, it can be a stepping stone for growth.
• Ignite your child’s imagination by tasking them to build a futuristic fashion store with 42614 LEGO Friends Vintage Fashion Store. Encourage your child to think out of the box and let their imagination run wild.

LEGO sets are available across LEGO® Certified Stores, LEGO Official Store on Lazada, Shopee, LEGOLAND™, as well as major retailers and department stores in Malaysia.

Please refer to the digital media kit for a guide on LEGO play activity ideas to develop creative confidence in girls, as well as a playbook for parents. You may also visit the LEGO Malaysia website and refer to Annex A for LEGO set recommendations.