Creative self-assurance is fostered among young females through the LEGO program.
In February of 2024, the Danish toy giant LEGO began a campaign to foster young girls' creative confidence. This campaign was in response to a global study highlighting the pressures of perfectionism among young girls. Developed in collaboration with Jennifer B. Wallace, a parenting researcher with a background from Harvard University, the organization created a video and a 10-step program to help parents enhance their creative confidence. Additionally, starting in 2024, the company will hold free creativity workshops at its retail locations. These workshops will be held throughout the year.
Consumer tribes that may relate to this case study:
SciMoms
Consumer Tribe: SciMoms
Digital Anthropology Bot
Save the Children
Consumer Tribe: Save the Children
Digital Anthropology Bot
