LEGO remixes Run DMC classic to empower girls as builders

The LEGO Group is turning up the volume on gender equity with a bold remix of Run DMC’s 1983 hip hop anthem It’s like that. Titled She built that, the reimagined track is part of LEGO’s new campaign aimed at empowering girls to see themselves as builders, creators, and innovators.

The campaign features a global cast of Gen Z and Gen Alpha creators dubbed the “global girls crew". Leading the charge is 17-year-old DJ Livia from Chicago and British drummer Nandi Bushell, supported by artists such as alt-pop singer Cacien from China, hip hop vocalist Pink Oculus from the Netherlands, and UK dance duo Brooke Blewitt and Jess Qualter.

At the heart of the campaign is a nearly three-minute music video, where the reimagined track comes to life through the "global girls crew" and LEGO versions of Run DMC. The clip celebrates the creativity of girlhood, showcasing builds by the girls alongside their talents in dancing, drumming, and singing.

In a bid to break down gendered views around building, the campaign comes alongside fresh research commissioned by LEGO, which polled over 32,000 parents and children across 21 countries. The findings showed that 39% of respondents still associate the word “builder” with a man on a construction site, while 36% picture a boy playing with blocks. Meanwhile, 70% of girls said they struggle to see themselves as good at building.

LEGO’s report also highlighted a confidence gap. While 80% of adults believe boys are still viewed as naturally better builders, 81% say it’s time to make the word “builder” more gender inclusive. Children agree, with 92% believing everyone should feel capable of building, and 86% thinking early creative support could help them change the world.

To champion this vision, LEGO has also launched its latest round of creativity workshops for children aged 6 to 12. Available at selected LEGO stores and online, the workshops will explore themes such as friendship, botanicals, and summer sun.

In addition, the brand is rolling out a new interactive game that lets players customise their own LEGO minidoll avatar, direct music videos with unique camera angles, and complete side quests. LEGO will roll out the next phase of “She built that” later this year.

“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.

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"With ‘She built that,’ we aim to empower the next generation of female builders and help foster a society where all children can realize their full creative potential and receive the recognition they deserve, regardless of gender."

In tandem, Nic Taylor, SVP at the LEGO Group and head of Our LEGO agency said: "As we set out to celebrate the incredible creativity of female builders, repurposing Run DMC's iconic song was a natural choice. 'It's like that' has always been about challenging norms and inspiring change, and with 'She built that,' we've infused it with the essence of empowerment and innovation. This reimagined anthem is a movement to redefine what it means to be a builder." 

Meanwhile, Joseph “Rev Run” Simmons and Darryl “DMC” McDaniels said Run DMC has always stood for breaking barriers and inspiring change. "We’re excited to see our classic anthem reimagined as 'She built that', celebrating the creativity and innovation of girls everywhere. Just as we pushed the limits of hip-hop, we want to inspire a world where every girl recognizes her building power."

LEGO's rendition of Run DMC's iconic track comes off the heels of its recent global multi-year partnership with Nike, combining sport and creativity to inspire children through immersive experiences and co-branded products.

Merging Nike’s “Just do it” spirit with LEGO’s playful imagination, the collaboration aims to bring active and creative play to life in cities around the world. Children will be able to participate in interactive activations and get their hands on new LEGO sets, as well as Nike footwear, apparel and accessories designed with LEGO’s distinctive aesthetic.

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