Can animal besties help girls break stereotypes? LEGO thinks so

The LEGO Group is rolling out a new chapter of its global "She built that" initiative in Malaysia, spotlighting the role of animal friendships in helping girls build creativity, confidence and self-belief.

First launched in 2025, the campaign aims to challenge outdated stereotypes that can limit girls’ potential, encouraging them to see themselves as builders in every sense of the word. The latest phase focuses on the emotional and imaginative bonds girls form with animals—whether real pets or toy companions—and how these connections can inspire storytelling, creativity and self-expression.

In Malaysia, the campaign will be brought to life through the "LEGO paw-fect friends forever experience", an interactive retail activation taking place at LEGO certified stores.

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The event will run from 28 to 29 March at Pavilion Elite Kuala Lumpur and 1 Utama Shopping Centre from 11am to 8pm, inviting young builders to explore storytelling, self-expression and imaginative play through animal- and nature-inspired builds. Visitors will be able to create their own LEGO minifigure, design an animal “bestie”, and participate in colouring and activity stations. Participants will also receive an “A-MAZE-ING bestie” colouring sheet and a "Paw-fect friends forever" certificate as part of the experience.

Children who purchase participating LEGO themes between 13 and 29 March can gain complimentary access to the activity stations, with registration available via in-store QR codes. The campaign registration applies to Klang Valley stores while stocks last.

Ágnes Molnár, marketing director for Singapore, Malaysia and APAC travel retail at the LEGO Group, said the campaign is designed to help girls recognise their own creative potential. “The global 'She built that' campaign celebrates how meaningful connections, including those with animals, can spark imagination, creativity and confidence in girls,” she said.

“In Singapore and Malaysia, we are bringing this to life with the 'Paw-fect friends forever experience', where children can build their own animal companions, explore playful worlds and express themselves through hands-on activities," added Molnár.

To bring the concept to life globally, the LEGO Group had also partnered with wildlife conservationist Bindi Irwin since January to inspire young animal lovers to explore creativity through building.

Irwin, who grew up surrounded by wildlife as the daughter of the late conservationist Steve Irwin, is leading a free online “Build your bestie: Playful pets” workshop as part of LEGO’s creativity workshops series. Available on LEGO.com, the session guides children aged six to 12 through a series of animal-themed builds including a pet bestie figure, a name tag pen pot and an animal-inspired picture frame.

“Animals have been part of my life since I was born. They’ve always been my friends and greatest teachers,” said Irwin. “Every child deserves a friend who sparks confidence, curiosity and creativity. With LEGO animals, you don’t just make a friend, you build a bestie.”

Supporting the campaign is a range of animal- and nature-themed LEGO sets designed to encourage storytelling and imaginative play. These include sets from the LEGO Creator, LEGO Friends and LEGO Disney lines such as the "Creator Cute Animals: Playful Puppy Dog", Disney’s The Aristocats Adorable Marie and the LEGO Friends Unicorn Dream Café.

The campaign builds on global research commissioned by the LEGO Group involving 13,250 children across 13 countries. The findings reveal that animal friendships play a meaningful role in girls’ development, boosting both creativity and emotional wellbeing.

According to the study, 40% of girls say playing with animal toys increases their happiness, while 36% say it sparks their imagination and 34% say it makes them feel more creative. The research also found that one in five girls (22%) say their pet has helped them feel more confident and believe in themselves.

Animals also appear to shape values and emotional connections. Two in five girls (41%) say their pets have taught them kindness and responsibility, while many describe their relationships with animals as comforting, supportive and adventurous. Notably, girls are also more likely to confide in pets or toy animals than in teachers when sharing feelings or worries.

To pair alongside the campaign, LEGO has also strategically been strategically spotlighting its animal-themed sets through its LEGO Friends YouTube series which includes a "Pet meet and match" theme, matching characters to suitable pet friends. The brand had also engaged content creators and pet-fluencers to build further buzz for the animal bestie sets. 

Last June, The LEGO Group released 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". 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.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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