After launching a global study, LEGO found that only half of parents encourage their daughters to play with LEGOs to that of their sons. TIME, known for highlighting notable voices and LEGO, known for inspiring creativity became the perfect partnership to showcase what creativity and change a young girl can make.
The UN reports that around the globe, fewer than 15% of those graduating from science, technology, engineering and math (STEM) programs are women. Even girls who do get the education needed for an increasingly digital workplace don’t always get available jobs.
The International Day of the Girl strives to address challenges that girls face and amplify their voices. For nearly a century, TIME has highlighted the most influential voices around the world within their iconic red border. While TIME has showcased notable people, LEGO is dedicated to inspiring people to create and become whatever they can imagine. In honor of International Day of the Girl and as a tribute to young girls all over the world, TIME partnered with LEGO to rebuild its most iconic female covers in LEGOs to give hope and inspiration to children of all ages who are building better lives, brick by brick. These covers show that positive change can come from anyone, it just starts with creativity.
"I don't look like your typical scientist. Everything I see on TV is that it's an older, usually white man as a scientist. My goal has really shifted not only from creating my own devices to solve the world's problems, but inspiring others to do the same as well...it's not easy when you don't see anyone else like you...if I can do it, you can do it, and anyone can do it."
– Gitanjali Rao, TIME Kid of the Year
Audiences were in awe of the cover transformation and the beauty and creativity LEGO creates in the world. The campaign had many asking how they could purchase and create their own sets.
