To celebrate bold ideas and big imaginations, LEGO New Zealand is giving local girls the ultimate shout-out.
She Built That is the LEGO Group’s latest effort to celebrate girls’ creativity, imagination, and power to build without limits.
Too often, the world underestimates what girls can create. Recognising this, LEGO New Zealand is twisting that narrative and showing how girls are already shaping the world around them in incredible, creative ways.
Bold, colourful and unapologetically girl-powered, in New Zealand, She Built That is shining a spotlight on some of the coolest next-gen icons who are changing the game with bricks, beats, and serious girlboss energy.
The partnership sees the iconic dance crew take inspiration from the LEGO Group’s latest rework of RUN DMC’s classic track “It’s Like That”, using the fun moves and beats of “She Built That” to create a Kiwi girl power-inspired routine.
The NZ Girls Crew, helping to break the stereotype that only boys are ‘good at building things’, and inspire young girls across New Zealand to follow their passions, LEGO New Zealand has partnered with local girls dance crew, the Duchesses.
As national champions and rising global stars, the Duchesses have a genuine influence on New Zealand’s youth and creative culture, proudly continuing the country’s tradition of storytelling through dance.
Part of the Palace Dance Studio, founded by Parris Goebel, the Duchesses are the youth team, comprising talent between 11 and 17 years old. Known for their fierce and talented performances, the Duchesses have been representing New Zealand on the global stage, participating in events like the World Dance Crew Championship and Battlegrounds NZ.
Supported by choreographers Donald Ah-Loo and Moana Davis from the Palace Dance family, the Duchesses have developed a unique and playful routine to the all-new “She Built That”, a track that re-imagines RUN DMC’s trailblazing hip hop track “It’s Like That” into a vibrant celebration of girls’ creativity.
In a world where “building” is still seen through a gendered lens, the re-envisioned anthem constructs a new narrative. The updated lyrics and music video aim to inspire society and girls globally to see themselves as inspiring builders, creators and innovators.
“Being a builder goes beyond hard hats and hammers; it’s about harnessing the creative potential within every young person to construct dreams, forge connections, and shape the future. Every girl and woman is a builder – whether it’s assembling teams, tackling challenges, or pushing boundaries,” said Lena Dixen, SVP, Product Group, Core Businesses at the LEGO Group.
“With ‘She Built That,’ we aim to empower the next generation of female builders and help foster a society where all children can realise their full creative potential and receive the recognition they deserve, regardless of gender.”
With hip-hop anthems and epic choreo, She Built That is a global movement with real impact for New Zealand. The campaign comes at a time when society’s view of builders is still heavily influenced by gender stereotypes.
