Lego partners with women football stars on Play Unstoppable campaign

Published on: 31st May 2023

Play Unstoppable is a new campaign focused on celebrating the endless potential of girls when they are given opportunities to play without limits.

Play Unstoppable

The 899-piece Lego Icons of Play set has been released as part of the Play Unstoppable campaign

To help champion what girls can achieve when they have the space and freedom to play openly and fiercely, some of the biggest change makers in Women’s Football have lent their support to the Lego Group’s Play Unstoppable movement: former USA Women’s team Captain Megan Rapinoe, the multi-talented Yūki Nagasato, world-class striker Sam Kerr and global superstar Asisat Oshoala.

Play Unstoppable aims to challenge stereotypes around play and creative building, and encourage girls to unlock the freedom they need to play without boundaries. Research commissioned by the Lego Group and carried out by the Geena Davis Institute in 2021 found that girls feel increasingly confident to engage in all types of play and creative activities, but remain held back by society’s ingrained gender stereotypes.

“Play, both on and off the pitch, helps children explore who they are, build confidence and feel like part of a team,” said Sam Kerr. “It’s one of the reasons why women’s football is one of the fastest growing sports globally, with crowd attendance records being shattered regularly and over 30m girls now playing the game worldwide. But despite the talent of female players and the excitement of the game finally being recognised on the global stage, there are still many stereotypes that surround girls, their hobbies and the way they play that we need to break down.”

To advocate for girls to continue to break down the barriers that define how they play and encourage them to play without limits, the Lego Group is partnering with:

  • The U.S. Soccer Foundation, to open three permanent mini-football pitches to ensure greater access to limitless play opportunities for girls.
  • Football Australia, through Legacy ’23 and Our Game, to create a platform for community to challenge gender stereotypes in football, advocate for play without limits and encourage all girls to play unstoppable.

The Lego Group is launching a new football themed set featuring all four star players and invites girls to explore their love of ‘the Beautiful Game’ through Lego play.

The 899-piece Lego Icons of Play set brings the strong sense of community and team spirit of football to life. The vibrant football stadium set features a line-up of 15 minifigures featuring five players, eight supporters, one coach and one referee. The set even features a VAR station and a moveable scoreboard.

Off the pitch, an inspiring film called ‘Play Moves Us’ will explore the possibilities that are unlocked when girls have the freedom to Play Unstoppable. All four players are joined by girls from around the world to explore building, fashion, gaming and music, and discuss the importance of playing without boundaries. The short film will be available on and supported by each of the players on their channels.

“When they have the space and freedom to express themselves fully, girls are an unstoppable force in the world,” said Julia Goldin, chief product and marketing officer, the Lego Group. “They are playful inventors, curious scientists, daring dreamers and bold adventurers – and that’s exactly what Play Unstoppable is celebrating. Women’s football is a powerful reminder of what girls can do when they break free from stereotypes – our four footballers are players at the top of the game. As strong women on and off the pitch, they are inspirations for girls everywhere to realise their potential.”


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