More than Perfect

Client: the LEGO Group

It’s a sad and universal truth that society takes male creatives more seriously than females.

Girls as young as five are having their creative confidence stifled by the pressure of perfection and limiting language. This implicit bias continues into adulthood and restricts their opportunities in male-dominated creative industries. The LEGO Group’s ‘More Than Perfect’ initiative tackles this deep-rooted universal truth holding girls back the world over. A truly earned-first campaign that achieved widespread media conversation globally and cemented the LEGO Group’s reputation as a thought leader. For over 90 years, LEGO play has been the ultimate creative medium for children; transcending borders, cultures and languages. LEGO bricks provide endless opportunities for creative, imaginative play - there is no right or wrong. However, while the skills developed through the iterative process of building, unbuilding and rebuilding are equally important for all children, the LEGO Group’s own research revealed that play is still considered more relevant to boys than girls, according to 61 percent of parents. In 2021, the LEGO Group pledged to remove unintentional gender stereotypes and harmful bias from its toys and experiences, but there is still work to do to shift perceptions around LEGO play being a truly gender inclusive toy.