The LEGO Group is always researching ways for children to express their creativity. The latest campaign focuses on using language to be creative. In addition to research in this area, they have released a short film called 'More Than Perfect', a new creative campaign called Play Unstoppable, and will be holding workshop events in select LEGO® stores and offering online tools. Read more below.
Creativity affected by the pressure of perfection and language bias
A new global survey from the LEGO Group shows that girls feel intense pressure to be perfect and adults believe boys are receiving more recognition for their creative work, with parents saying this trend will continue into adulthood.
With three quarters of girls keen to work in the creative industries, this underlines the need for urgent change. A new short film, 'More Than Perfect', highlights the creative possibilities that are unleashed when girls have the freedom to play unstoppably.
Free workshops are launching online and in LEGO Retail stores to help families develop creative confidence through the power of play and everyday language. Also launched today is the '10 Steps to Fostering Creative Confidence' guide, in collaboration with Harvard-trained parenting researcher and best-selling author Jennifer B Wallace.
The company is keen to do its part and drive systemic change and will work with Save the Children and the LEGO Foundation to tackle some of these societal issues.
Billund – March 5, 2024: The LEGO Group today unveiled the findings of new global research into social trends impacting children's creative confidence. It finds that the pressure of perfection and everyday vocabulary pose a risk, especially for girls, as they hold them back from reaching their full creative potential. The company hopes to highlight that by simply changing our language, we can help shape a better future for girls.
Research among more than 61,500 parents and children aged 5 to 12 in 36 countries shows that there is a need for social change to ensure that girls can realize their creative ambitions and play unstoppably. Researchers find that the creative self-confidence of girls from the age of five is suppressed.
At this young age, three-quarters (76%) are confident in their creativity, but this declines as they get older and two-thirds of all girls are often afraid to share their ideas. This is compounded by the burden of perfectionism and fear of making mistakes (72%). Parents agree: 71 percent say girls are more likely to develop their ideas because of this pressure.