A team of athlete ambassador super stars from the world of women’s soccer linked up with The LEGO Group to champion the way that girls play on and off the pitch in an initiative called ‘Play Unstoppable’.
Players from leagues and countries across the globe – including former USA Women’s team Captain Megan Rapinoe, Japan and National Women’s Soccer League forward with the Chicago Red Stars Yūki Nagasato, Australia and Chelsea FC attacker Sam Kerr and Nigeria and La Liga F club FC Barcelona striker Asisat Oshoala – front LEGO’s ‘Play Unstoppable’ campaign which celebrates the endless potential of girls when they are given the opportunities, the space and the freedom to play openly, fiercely and without limits.
The initiative revolved around a new football themed LEGO set featuring all four players which invites girls to ‘explore their love of the beautiful game through play.
This 899-piece ‘LEGO Icons Of Play’ set brings football’s team spirit to life with a football stadium set that features a line-up of 15 mini-figures featuring five players, eight supporters and a coach: crafted to enable football fans of all ages to kick-off alongside mini-figures of their football heroes, cheer from the stands or celebrate their victory on the winner’s podium.
The set even features a VAR station and a referee (to help kids make their own in-play decisions), and a changeable scoreboard so children can play to win or reflect what they see in live games they are following.
The initiative is promoted through an integrated marketing campaign which is spearheaded by a hero film and backed by social content and a PR push.
The ‘Play Moves Us’ anchor ad explores the possibilities unlocked when girls have the freedom to ‘Play Unstoppable in whatever passion they choose to focus on’. It features the four player ambassadors alongside girls from around the world as they explore building, fashion, gaming, music and sport together and discuss the importance of playing without boundaries.
The spot, which was posted on 30 May, rolled out across digital and social platforms including on LEGO.com and on the players’ personal channels with the campaign’s #PlayUnstoppable and #LEGO hashtags
Further strands of the project to advocate for girls to continue to break down the barriers that define how they play and encourage them to play without limits, saw the LEGO Group partner with The US Soccer Foundation (to open three permanent mini-football pitches across the country to ensure greater access to limitless play opportunities for girls) and with Football Australia (through the ‘Legacy 2023’ and ‘Our Game’ projects to create a platform for community to challenge gender stereotypes in football, advocate for play without limits and encourage all girls to play unstoppable).
“When they have the space and freedom to express themselves fully, girls are an unstoppable force in the world. They are playful inventors, curious scientists, daring dreamers and bold adventurers – and that’s exactly what Play Unstoppable is celebrating. For over 65 years, the LEGO Brick has provided endless play possibilities for all children, allowing girls to dream, build and become anything they desire even when society tells them otherwise,” said LEGO Group Chief Product and Marketing Officer Julia Goldin. “Women’s football is a powerful reminder of what girls can do when they break free from stereotypes – our four footballers are players at the top of the game. As strong women on and off the pitch, they are inspirations for girls everywhere to realise their potential.”
“Play, both on and off the pitch, helps children explore who they are, build confidence and feel like part of a team. It’s one of the reasons why women’s football is one of the fastest growing sports globally, with crowd attendance records being shattered regularly and over 30 million girls now playing the game worldwide. But despite the talent of female players and the excitement of the game finally being recognized on the global stage, there are still many stereotypes that surround girls, their hobbies and the way they play that we need to break down,” added FIFA Women’s World Cup 2023 host country Australia’s star striker Sam Kerr. “I hope that seeing women like me achieve their dreams inspires girls to believe they are unstoppable when they get to do the things they love,” said Sam Kerr. “I’m excited to be working alongside the LEGO Group to celebrate the many dimensions of play for girls and to show that it’s time for the world to get ready for girls, allowing them to play openly and fiercely – and free from stereotypes.”
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The initiative launched ahead of the FIFA 2023 Women’s World Cup – the pre-eminent senior women’s national team tournament, which will take place in Australia and New Zealand between 20 July and 20 August 2023.
The ‘Play Unstoppable’ project celebrates game-changing play, aims to challenge gender stereotypes around play and creative building and to encourage girls to unlock the freedom they need to play without boundaries. It followed on from 2021 research commissioned by LEGO and carried out by the Geena Davis Institute which found that girls feel increasingly confident to engage in all types of play and creative activities, yet they remain held back by ingrained societal gender stereotypes.
The study discovered that girls feel less restrained by and are less supportive of typical gender biases than boys when it comes to creative play: 74% of boys v 62% of girls believe that some activities are just meant for girls, while others are meant for boys. Plus it found that girls are more open to different types of creative play compared to what their parents and society typically encourage with football one of the key differentiators: 82% of girls believe it’s OK for girls to play football and boys to practice ballet, compared to only 71% of boys.
The LEGO Icons of Play set will be available from 6 June from LEGO.com/icons-of-play and LEGO stores globally priced at €99.99/$99.99/£89.99.
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