LEGO is recreating the beloved brand’s iconic 1981 “What It Is Is Beautiful” ad—and the company needs your child’s help!

In honor of the 40th anniversary of the ad and International Women’s Day, LEGO wants to see just how creative, innovative and inspirational your child is. That’s why the brand is giving you the chance to snap a pic of your kiddo with their coolest LEGO creation.

Julia Goldin, Global Chief Product and Marketing Officer at the LEGO Group, said in a press release, “At the LEGO Group, we believe children are our role models. We look to them for inspiration every day and want to help them break down gender stereotypes and create opportunities for everyone.”

Goldin went on to add, “Celebrating people helps empower people, and through this campaign we, along with the help of parents and caregivers, want to celebrate the skills and creative potential of today’s young women – the next generation of amazing female leaders!”

How can you recreate LEGO’s special ad? Visit the LEGO website here for details and more info. Your child will need to pose just like the kiddos in the 1981 ad—holding their most imaginative LEGO build. Use the brand’s online tool to recreate the ad and browse the site to learn more about inspirational women builders.

—Erica Loop

Photos courtesy of LEGO



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