LEGO Reimagines ‘It’s Like That’ As Part Of New Campaign ‘She Built That’

The LEGO Group today launched a new campaign, She Built That. Together with a global girls crew it has re-imagined RUN DMC’s trailblazing hip hop track “It’s Like That” into a vibrant celebration of girls’ creativity!

In a world where “building” is still seen through a gendered lens, the re-envisioned anthem, first launched in 1983 by RUN DMC constructs a new narrative. Titled “She Built That,” the updated lyrics and music video aim to inspire society and girls globally to see themselves as inspiring builders, creators and innovators. The new rendition of the hit brings together standout stars from Gen Z and Gen Alpha, showing how girls are already shaping the world around them in incredible ways.

And it doesn’t stop there. In a further bid to champion female builders in all their creative guises, the LEGO Group adorned famous London landmarks with Brick Plaques celebrating the women that created them.

Watch the video below and read more about the campaign in the official press release.

Official details:

SHE BUILT THAT: The LEGO Group reimagines ‘It’s Like That’ with the help from the ‘Global Girls Crew’ to empower a new generation of girl builders
The new music video and campaign titled “She Built That” encourages girls to redefine and reclaim what it means to be a builder and celebrates their creativity

US teen scratch sensation and spinner-to-the-stars DJ Livia, 15-year-old British drumming prodigy Nandi Bushell, Dutch-Surinamese vocalist Pink Oculus and Chinese alt-pop icon Cacien, and are part of a global girls crew, who have rebuilt the iconic anthem from RUN DMC. Fans can view the “She Built That” music video here.

The She Built That campaign was launched after research revealed UK parents and children are five times more likely to associate the term ‘building’ with ‘masculinity’ (59%), rather than ‘femininity’ (10%)

As part of the campaign, the LEGO Group has also shone a light on female architects, engineers and builders, by adorning buildings in London with Brick Plaques, in a bid to challenge social stereotypes that can stifle the potential of girls and inspire the next generation of female builders

The iconic structures adorned with their very own plaques include Waterloo Bridge, London Aquatics Centre, The London Eye and The Supreme Court

London, UK, 4th June 2025: The LEGO Group today launched a new campaign, She Built That. Together with a global girls crew it has re-imagined RUN DMC’s trailblazing hip hop track “It’s Like That” into a vibrant celebration of girls’ creativity. Fans can view the “She Built That” music video here.

In a world where “building” is still seen through a gendered lens, the re-envisioned anthem, first launched in 1983 by RUN DMC constructs a new narrative. Titled “She Built That,” the updated lyrics and music video aim to inspire society and girls globally to see themselves as inspiring builders, creators and innovators. The new rendition of the hit brings together standout stars from Gen Z and Gen Alpha, showing how girls are already shaping the world around them in incredible ways.

Lego – She Built That Shoot 002

And it doesn’t stop there. In a further bid to champion female builders in all their creative guises, the LEGO Group adorned famous London landmarks with Brick Plaques celebrating the women that created them.

The She Built That campaign comes at a time when research reveals a gender bias in societal perceptions around ‘building’. Latest stats show parents are five times more likely to associate the term ‘building’ with ‘masculinity’ (59%) over ‘femininity’ (10%). In the hope of constructing a new narrative around the term, the LEGO Group plastered the names of the women responsible for major feats of engineering and building across the capital city and released an invigorating music video that acts as a soundtrack to the movement.

Paying homage to the unsung builders of the world, the plaques appear at multiple iconic sites around London:

Waterloo Bridge: Also known as ‘The Ladies Bridge’ – built by an estimated workforce of 65% women¹

The stats around the female labourers had initially been lost to history, until 2005 when two female filmmakers uncovered the extraordinary news.

London Aquatics Centre: Co-designed by Zaha Hadid

The concept for the building was inspired by the fluid geometry of water in motion in sympathy with the river landscape of the Olympic Park.

The London Eye: Co-designed by Julia Barfield

The project was a labour of love and took seven years to deliver. During that time, Julia and her husband had to raise the money to finance the enterprise, as well as put together an international team of specialists to make it a reality and construct it in just 14 months.

The Supreme Court: The refurbishment was co-designed by Elsie Owusu

From leading the refurbishment of a central political building in the UK, to now, where she is designing rural community-led zero-carbon schemes and conservation projects in Ghana and developing eco-homes in Sussex.

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Beyond the iconic female-built structures that were commemorated, other notable buildings in the UK include The Shard, of which Roma Agrawal was the Structural Engineer, The Lyric Theatre in Belfast, of which Sheila O’Donnell was an instrumental architect, and The Wales Institute for Sustainable Education (WISE) in Machynlleth, Wales, of which Linda Stevens was the Project Architect.

The plaques come at a time when almost two-thirds (59%) of UK parents associate the ability to ‘build’ more with men or boys, compared to 9% that say the same about girls or women. Further stats also show a restrictive perception around careers in building as nearly 2 in 5 (39%) parents tie the word ‘build’ to the idea of a man working on a construction site.

Roma Agrawal, the Structural Engineer of Crystal Palace Station and diversity campaigner for women in engineering, says: “We might not realise it, but young girls are building all the time, even when we think they’re not! Whether it’s through the development of physical motor skills or creating new games in their head – all these moments aid in growing their building capabilities. As a society, it’s crucial that we work together to ensure that girls continue developing this skillset into their adult lives.

“LEGO® play was an integral part of my childhood and provided a great foundation for the learning that led to my career. That’s why I’m delighted that the LEGO Group is shining the light on the girls that kept building into their womanhood!”

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Kuran Sharma, Head of Marketing for the UK & Ireland at the LEGO Group, adds: “Our mission to change stereotypes around building starts with showing everyone how women are already shaping the world around them in incredible ways. We hope girls and women will see our Brick Plaques and listen to our new anthem, and be empowered to ‘build’ in whatever way feels good to them.”

Regarded as a pioneering anthem of its time “It’s Like That” revolutionised hip-hop, blending street realities with a hopeful message. The LEGO Group’s reimagined version honours the past and paves the way for a future where all girls can confidently declare: “She built that!”

Launching today, the new rendition of the hit brings together standout stars from Gen Z and Gen Alpha, including US teen scratch sensation and spinner-to-the-stars DJ Livia, 15-year-old British drumming prodigy Nandi Bushell, Chinese alt-pop icon, Cacien, and Dutch-Surinamese vocalist Pink Oculus; showing how girls are already shaping the world around them in incredible ways. Fans can view the “She Built That” music video here.

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Joseph “Rev Run” Simmons and Darryl “DMC” McDaniels said: “Run DMC has always stood for breaking barriers and inspiring change. We’re excited to see our classic anthem reimagined as “She Built That”, celebrating the creativity and innovation of girls everywhere. Just as we pushed the limits of hip-hop, we want to inspire a world where every girl recognizes her building power.”

To encourage the next generation of female builders, the LEGO Group is hosting an immersive pop-up at London’s Southbank Centre this Summer. Young girls will be able to take part in a She Built That two-day event, filled with dancing, music, and of course, building! Special brick plaques and prizes will also be awarded to young builders at the event to recognise the next generation of female builders.

¹ According to the Institute of Civil Engineers (ICE)
Research carried out by Edelman DXI for the Lego Group, to a UK sample of 1,020 parents and 540 children.