Schoolgirls smash 'male builders' stereotype as 78% of parents wish their children could build more

The initiative saw schoolgirls stepping into positions typically associated with men, from construction and technical operations to artistic direction.

During the Dance Your Way Home festival on August 5-6, participants demonstrated their capabilities across multiple creative disciplines.

The programme directly confronted persistent gender imbalances in creative industries, with young women managing substantial projects and constructing sets.

This female-led production represented a deliberate effort to reshape perceptions about who belongs in creative and technical spaces.

New research commissioned by LEGO reveals significant gender disparities in how society perceives builders and creators.

The study found that 86 per cent of British parents and children think media representations favour boys over girls in building-related activities.

The findings expose broader societal biases, with 79 per cent of parents acknowledging that men's innovations receive greater attention than women's achievements.

A notable confidence divide emerged between mothers and fathers, with only 56 per cent of women rating themselves as capable builders compared to 73 per cent of men.

An overwhelming 83 per cent of parents support redefining "building" to encompass all genders.

Additionally, 78 per cent expressed desires for increased building opportunities for their children.

The programme encompassed diverse technical and artistic positions, with participants serving as art directors, boom operators, set constructors and stylists.

Beyond these behind-the-scenes responsibilities, the girls performed as dancers in the culminating production.

Every aspect of the event featured female leadership and participation, creating an environment where young women could witness representation across all production elements.

The initiative attracted notable guests including professional dancers Brooke & Jess, content creators TrendKids, and performers Starr Kiely and Laurie Elle.

A 12-year-old named Annabelle assumed leadership as Art Director, guiding her peers through the creative process and demonstrating young women's capacity for management roles.

Annabelle, who directed the creative team, said: "Directing people at the event felt like the best building project ever.

"Aside from building bricks, we built a story, amazing dance routines and big ideas together.

"I want other girls to know that creating isn't just for boys or adults - it's for anyone with imagination and a bit of courage."

Kuran Sharma, LEGO's Head of Marketing for the UK & Ireland, said: "We see a world of endless creative possibilities for girls.

"That's why this event was so crucial in helping redefine and reclaim what it means to be a builder as we collectively shift the narrative.

"We assembled an all-female crew so the girls taking part can see themselves reflected in every aspect of production - from behind the camera through to centre stage."

Director Chlöe Victoria Hughes emphasised the project's authentic approach.

She said: "We could've filmed this in a studio with professional dancers and flawless choreography, but that's not what this project is about.

"We wanted real girls who were excited to be part of something new, to have fun and to bring their own energy and joy to the screen.

"This wasn't about perfection, it was about connection, expression and giving people a unique experience. Honestly, it was the most fun I've ever had on set."

The campaign had previously highlighted female architectural contributions across London through specially created brick plaques in June.