World toymaker Lego has begun a marketing campaign that champion the way in which ladies play and to assist them overcome societal expectations by linking up with girls soccer stars Megan Rapinoe, Yuki Nagasato, Sam Kerr and Asisat Oshoala.

In accordance with analysis performed in 2022 by the Geena Davis Institute, which heard from 6,844 mother and father and youngsters aged 6-14 years previous in China, Czech Republic, Japan, Poland, Russia, the U.Okay. and U.S., 82% of women suppose it’s OK for women to play soccer and for boys to follow ballet, in comparison with solely 71% of boys.

To advertise its advocacy for women’ play with out limits, the model has launched a 1 minute movie titled “Play Strikes Us” that includes ladies from around the globe studying and creating by means of their chosen exercise, be it soccer, gaming, enjoying in a rock band or constructing with Lego.

The movie’s narration opens with “Play strikes us to do mighty issues,” earlier than working by means of varied vignettes of examples of women at play, with every of the soccer gamers making cameos.

The quick movie will probably be accessible on lego.com and supported by every of the gamers on their social media channels.

The marketing campaign was produced as a part of Lego’s “Play Unstoppable” platform that goals to problem stereotypes round play and artistic constructing.

The movie was created by The Lego Company APAC, the Lego Group’s in-house inventive staff, and directed by Danielle Katvan, director at 1stAveMachine.

A Lego Icons playset that includes minifigures of the 4 soccer gamers will probably be launched with the purpose of championing the potential achievements of women and girls when given the liberty to play overtly and competitively.