LEGO wants to build tween girls’ confidence back up. The Lego Group’s second “Play Unstoppable” campaign is focusing on why girls are losing confidence in their creativity as they age: the pressure to be perfect, reinforced by “language bias.” Along with the study on confidence, the brand released a film of an experiment on creativity with girls and their parents, showing how taking the pressure off play can inspire more ideas. Parents are a key part of this initiative, and the brands’ following releases will include workshops, guides for parents, and even internal training about gendered language. (Ad Week)
📝 YPulse custom research: Girls lose confidence from 13-18-years-old, which can be improved through mentorship
