World toymaker Lego has begun a marketing campaign that champion the way in which ladies play and to assist them overcome societal expectations by linking up with girls soccer stars Megan Rapinoe, Yuki Nagasato, Sam Kerr and Asisat Oshoala.
In line with analysis performed in 2022 by the Geena Davis Institute, which heard from 6,844 dad and mom and kids aged 6-14 years outdated in China, Czech Republic, Japan, Poland, Russia, the U.Okay. and U.S., 82% of ladies suppose it’s OK for women to play soccer and for boys to apply ballet, in comparison with solely 71% of boys.
To advertise its advocacy for women’ play with out limits, the model has launched a 1 minute movie titled “Play Strikes Us” that includes ladies from all over the world studying and growing by their chosen exercise, be it soccer, gaming, taking part in in a rock band or constructing with Lego.
The movie’s narration opens with “Play strikes us to do mighty issues,” earlier than operating by varied vignettes of examples of ladies at play, with every of the soccer gamers making cameos.
The brief movie will likely be obtainable on lego.com and supported by every of the gamers on their social media channels.
The marketing campaign was produced as a part of Lego’s “Play Unstoppable” platform that goals to problem stereotypes round play and artistic constructing.
The movie was created by The Lego Company APAC, the Lego Group’s in-house artistic staff, and directed by Danielle Katvan, director at 1stAveMachine.
A Lego Icons playset that includes minifigures of the 4 soccer gamers will likely be launched with the intention of championing the potential achievements of women and girls when given the liberty to play brazenly and competitively.
