LEGO has announced their newest ad campaign called She Built That which reimagines the Run-DMC song It’s Like That to celebrate girls’ creativity. It features scratch sensation DJ Livia, drumming prodigy Nanji Bushell, vocalist Pink Oculus, and Chinese alt-pop icon Cacien who are part of a Global Girls Crew who has rebuilt the Run-DMC song.

RUN DMC’s ‘It’s Like That’ Is Reimagined by the LEGO Group and ‘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.
• Through “She Built That” the LEGO Group wants to challenge societal stereotypes that can stifle the potential of girls and inspire the next generation of female builders.
• Recent global research reveals that ‘a man on a construction site’ is the most common association kids have with the word ‘builder’. Even today, parents and children are five times** more likely to associate the term ‘building’ with ‘masculinity’ rather than ‘femininity’.
• 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 are part of a Global Girls Crew who have rebuilt the iconic anthem from RUN DMC.
• Joseph “Rev Run” Simmons and Darryl “DMC” McDaniels appear as LEGO® Minifigures, lending their unmistakable voices to the new “She Built That” video.

Billund, Denmark, 4th June 2025: The LEGO Group today launched a new campaign, She Built