The LEGO Group: How Do We Inspire More Girls To Play With LEGO?
11 Mar, 2024
The LEGO group, one of the most instantly recognisable and much loved brands, is launching a pilot pitch at MAD//Fest London on 2-4 July at The Old Truman Brewery. The aim? To increase its engagement with girls in the UK.
At MAD//Fest this summer The LEGO Group is looking to hear from start up and scale up firms who can help them break down gender stereotypes and encourage more girls to explore their creative side through LEGO.
Taking place on MAD//Fest’s Brand Innovation stage, The LEGO Group will hear from six companies who’ll pitch their creative and innovative solutions to an age-old problem for the Danish brand.
Speaking to MAD//Fest, Claudia Miceli, LEGO’s Brand Director for UK and Ireland said, “The LEGO group has always been at the forefront of inclusivity, however from our research we know that different types of play are still heavily judged as being gender specific.” She added that, “this is why we are committed to championing inclusive play and ensuring that children’s creative ambitions, both now and in the future, are not limited by gender stereotypes. We are therefore excited to hear from young companies on how we could build even further engagement with girls in the UKI.”
This year’s MAD//Fest will see some of the world’s top brands provide briefs as MAD//Fest’s House of Innovation start-up partners pitch for the chance to secure pilots and deliver innovative solutions to real brand challenges. The pitches, which are being run by Co:Cubed and are exclusively available to start-ups exhibiting in MAD//Fest’s House of Innovation and form the backbone of the innovation-focused content.
Find out how you can take part contact Jeremy Bassett from Co:Cubed.
Over 12,000 brands and agencies are expected to attend MAD//Fest London 2023. Speakers this July include, Ellie Norman, CCO, Manchester United, Emma Botton, Group Customer Director, Tesco, Ruth Henriquez, Director of Consumer Products, Publishing + LBE, Mattel, Firdaous El Honsali, Global Dove Vice President, Unilever, Lydia Hunter Head Of Advocacy, Communications & Digital, L'Oreal, Nicola Wardall, MD - The Agency, Specsavers and many more.