Lego launches Play Unstoppable campaign with an assist from women's soccer stars

The GIST: Lego wants a piece of the FIFA Women’s World Cup (WWC) hype. The toy company kicked off a new campaign yesterday to empower girls with the help of four soccer stars — the USWNT’s Megan Rapinoe, Australia’s Sam Kerr, Nigeria’s Asisat Oshoala, and Japan’s Yuki Nagasato.

The details: The project is part of Lego’s Play Unstoppable campaign, which aims to combat stereotypes that affect young girls. Lego will sell a play set featuring minifigures of the four players and released “Play Moves Us,” a one-minute film featuring the WWC–bound stars. Le-GOATs.

The context: In 2021, Lego partnered with the Geena Davis Institute to remove gender bias from its products and marketing in order to ditch the idea that it only creates toys for boys. Plus, the brand previously allocated marketing dollars to women’s soccer when it sponsored last year’s Women’s Euro.

Zooming out: Associating with women’s soccer is a smart move for Lego — the sport offers visibility with a potentially untapped (and international) audience, while also allowing the brand to stay relevant and expand its Play Unstoppable campaign globally. Putting it all together.