The LEGO Group’s She Built That initiative continues to empower girls to imagine, create, and connect with their favourite animal companions.
The LEGO Group launches an exciting new chapter in it’s She Built That campaign to celebrate the powerful bonds girls create with their favourite animal – both real and toy – helping them discover the power of connection, confidence and creativity through friendships they build with their animal bestie.
First launched in 2025, She Built That was created to challenge outdated stereotypes that can limit girls’ potential, encouraging them to see themselves as builders in every sense of the word. Global research commissioned by the LEGO Group reinforces this mission, highlighting the meaningful role animal friendships play in supporting girls’ development and imagination. Bringing this spirit of creativity and connection into the real world, a series of interactive retail experiences and hands-on play opportunities invite young builders in Singapore to the LEGO Paw-fect Friends Forever Experience, where they can explore storytelling, self-expression, and imaginative play through animal and nature builds.
Animal friendships fuel creativity and confidence
A global study of 13,250 children across 13 countries commissioned by the LEGO Group found that friendships with animals, from real pets to toy companions, can significantly boost girls’ creativity, confidence and emotional well-being. The research shows girls often form especially strong bonds with animal friends, with many saying these companions inspire imagination, teach kindness and responsibility, and even serve as trusted confidants, highlighting the powerful role play and connection can have in shaping self-belief.
To bring this idea to life, the LEGO Group has partnered with wildlife conservationist and animal lover Bindi Irwin to inspire young builders around the world. Families can join a free online Build Your Bestie: Playful Pets workshop led by Bindi, now available on LEGO.com/CreativityWorkshops, where she guides children through fun animal-themed builds designed to spark storytelling, imagination, and hands-on creativity at home.
Inspiring creativity through playful building in Singapore
Get ready for a whirlwind of imagination at LEGO Certified Stores in Singapore with the LEGO Paw-fect Friends Forever Experience, happening from 14–15 March at Suntec City and 21 22 March at Compass One, from 1–6pm. Explore a curated selection of animal- and nature inspired LEGO sets, where children can build their own animal companions and dive into imaginative worlds, all while developing creative confidence through play.
With any purchase of participating LEGO themes2, children can enjoy complimentary access to a series of hands-on activity stations, from building a mini-me character and creating an animal bestie micro build, to taking home a LEGO Friends Treat Bakery maze and colouring sheet. At the end of the adventure, young builders will walk away with their mini-me and animal bestie creations and receive a Paw-fect Friends Forever certificate, making memories and masterpieces to cherish, while stocks last.
Ágnes Molnár, Marketing Director of Singapore, Malaysia and APAC Travel Retail, The LEGO Group, said: “The global She Built That campaign celebrates how meaningful connections, including those with animals, can spark imagination, creativity, and confidence in girls. In Singapore and Malaysia, we are bringing this to life with the Paw-fect Friends Forever Experience, where children can build their own animal companions, explore playful worlds, and express themselves through hands-on activities. Through this, we hope to inspire young builders to embrace their creativity and see themselves as creators of their own stories.”
Build Your Animal Bestie
The She Built That campaign celebrates creativity, storytelling and self-expression through a playful range of LEGO sets inspired by animals and nature, offering builds for every young creator who loves imaginative adventures with their favourite animal companions. From charming wildlife builds in the LEGO Creator series to friendship-filled storytelling sets from LEGO Friends and beloved Disney character icons, there’s a set designed to spark confidence, creativity and hands-on fun for every builder. These sets are available at LEGO Certified Stores (LCS), the LEGO Official Store on Lazada, Shopee, Amazon and major retailers in Singapore. For more information on additional sets perfect for gifting, building together as a family or displaying at home.
Gift-with-purchase promotions are also available. With a minimum spend of SGD 69 on LEGO Friends, Disney, Creator, Dreamzzz and Gabby’s Dollhouse sets, shoppers will receive a LEGO Creator Cute Animal Birthday Party. Customers can also top up SGD 30 to receive a LEGO Disney Ariel & Flounder’s Birthday Music Fun as an additional gift exclusively at LEGO Certified Stores, while stocks last.
For more information, visit the LEGO Singapore website.
