“We’re trying to reinstate the role of play in society and show how important it is at different stages of life” says Alero Akuya, Vice President of Global Brand Development at the LEGO Group.
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THE LEGO Group successfully launched Play Unstoppable in the Philippines, a campaign geared toward inspiring girls to explore and express their creativity without limits. This followed the research, commissioned by the toy company, revealing that while girls feel increasingly confident to engage in all types of play, they remain held back by society s ingrained gender stereotypes.
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