CNN International Commercial, Great Big Story, and the LEGO Group have formed a partnership to launch Play Her Way.
Starting this month, the new series designed to connect with Great Big Story’s audience, the LEGO Group is aiming for it to empower and inspire young girls to chase their dreams and aspirations, no matter how challenging they may seem.
“The LEGO Group has an ambition to inspire millions of girls to unlock their potential through a diversified range of creative play experiences, preparing them with the skills they need to shape the world,” Ivan Zeng, senior regional marketing director of LEGO Asia-Pacific Market Group.
The programme will put the focus on the stories of exceptional young girls from across APAC. Five sponsored editorial videos featuring girls from Australia, Hong Kong, Japan, Singapore, and South Korea will be published on Great Big Story during August and September. The videos will run across Great Big Story’s multiple platforms and social accounts, reaching over 12 million fans and followers around the world.
“We found an extremely creative storyteller with strong APAC reach in CNN and Great Big Story to share the amazing stories of girls who have played their way successfully with tremendous support from their parents. We hope these stories can inspire millions of parents across APAC to support their girls to play her way,” Zeng added.