More Than Perfect: How LEGO is Building Creative Confidence

LEGO's latest initiative, "More Than Perfect," isn't just about selling toys—it's about empowering children to unlock their creativity and shape a brighter tomorrow.

Backed by extensive global research involving over 61,500 parents and children aged 5-12 across 36 countries, LEGO has unveiled eye-opening insights into the societal barriers that can hinder children's creative confidence. The results showcase the impact of language and societal expectations, especially on girls' willingness to express themselves creatively.

The campaign shines a spotlight on the pressure of perfection and gender stereotypes that often stifle children's creative development.  Girls as young as five are already feeling the effects, with many experiencing a decline in creative confidence as they grow older.  According to LEGO's research, society is seven times more likely to use the terms 'sweet,' 'pretty,' 'cute,' and 'beautiful' for girls, while boys are twice as likely to hear 'brave,' 'cool,' 'genius,' and 'innovative.  

But LEGO isn't just highlighting the problem—it's offering tangible solutions. By promoting experimentation over perfection and emphasizing progress, LEGO encourages children to approach creativity with curiosity and enthusiasm. After all, creativity isn't about achieving flawless results; it's about embracing the process, learning from mistakes, and discovering new possibilities along the way.

At its core, this campaign champions inclusive language and the beauty of imperfection, fostering a more innovative and inclusive future. By reshaping conversations around creativity and empowering children to embrace their unique ideas, LEGO aims to inspire resilience, growth, and confidence.

LEGO's dedication to promoting creativity extends beyond its marketing initiatives. Collaborating with educators, parents, and child development experts, LEGO creates products and experiences that inspire creativity and facilitate learning through play. From innovative building sets to immersive digital experiences, the company offers countless opportunities for children to explore their imagination, tackle challenges, and express themselves creatively. 

This campaign represents a powerful convergence of social impact and marketing innovation. By addressing societal challenges and advocating for positive change, LEGO demonstrates its unwavering commitment to empowering children and shaping a brighter future. Through play, creativity, and collaboration, LEGO invites everyone to join the movement and play unstoppable. Together, we can build a world where every child feels confident, capable, and ready to unleash their full creative potential.