Lego is celebrating the ambitions of young girls from all over the world in a new campaign.

Lego is celebrating the ambitions of young girls from all over the world in a new campaign. According to research commissioned by the Lego Group and the Geena Davis Foundation, girls today “feel increasingly confident to engage in all types of play and creative activities, but remain held back by society’s ingrained gender stereotypes as they grow older.” The study, which surveyed 7,000 parents and children aged 6-14-years-old in China, the Czech Republic, Japan, Poland, Russia, the U.K., and the U.S. highlights “the need for society to rebuild perceptions, actions and words to support the creative empowerment of all children.” And in honor of the Day of the Girl, Lego launched a #girlsareready campaign to recognize the important contributions women will make in the future through a series of films celebrating the ambitions of young girls today. Created by The Lego Studio and We Are Social Studios, the campaign was filmed in the U.S., the U.K., Abu Dhabi, and Dubai and features four young girls—Fatima, Mahiru, Chelsea, and Sammie—who talk about their ambitions. The brand also developed a 10-step guide which allows parents to share photos of their children’s Lego creations against an AR backdrop featuring the words “Get the World Ready for Me.” (Adweek)