Lego has a history of creating great marketing for young girls, but lately has been called out more for pink-washing tactics than for girl-power messaging.

Lego has a history of creating great marketing for young girls, but lately has been called out more for pink-washing tactics than for girl-power messaging. The brand is putting an end to that with their new spot featuring a young girl using her imagination to play with Legos, and showing off her creations to her parents. The ad is a nod to Lego’s knowledge of how girls and boys play with their product differently: “boys tend to build in a ‘linear’ fashion, replicating what's on the box, while girls prefer a more personal approach—creating their own story-filled environments.” (Adweek)