The LEGO Group Celebrates Animal Friendships with New ‘She Built That’ Chapter and Singapore Experiences

The LEGO Group is ushering in a new chapter of its She Built That campaign, shining a spotlight on the powerful friendships girls form with their favourite animals, whether real-life pets or beloved toy companions. Titled A Girl’s Best Friend: Celebrating Creativity Through Animal Friendships, the initiative explores how these bonds nurture creativity, confidence and self-expression.

First launched in 2025, the She Built That campaign was created to challenge outdated stereotypes that can limit girls’ potential, encouraging them to see themselves as builders in every sense of the word. New global research commissioned by The LEGO Group reinforces that mission, revealing how meaningful animal friendships can positively shape girls’ development and imagination.

Animal Friendships Boost Creativity and Confidence

The study, conducted across 13 countries with 13,250 children, found that friendships with animals, from household pets to toy figures, significantly support girls’ creativity, confidence and emotional well-being. Many respondents shared that their animal companions inspire storytelling, teach responsibility and kindness, and even act as trusted confidants.

To bring these findings to life, The LEGO Group has partnered with wildlife conservationist and animal advocate Bindi Irwin. Families worldwide can take part in a free online Build Your Bestie: Playful Pets workshop led by Irwin, available on LEGO.com/CreativityWorkshops. The interactive session guides children through fun animal-themed builds designed to spark imagination and hands-on creativity at home.

LEGO Paw-fect Friends Forever Experience in Singapore

Young builders in Singapore can also immerse themselves in the LEGO Paw-fect Friends Forever Experience, happening at selected LEGO Certified Stores:

• 14–15 March at Suntec City
• 21–22 March at Compass One
• 1pm to 6pm

The interactive retail activation invites children to explore animal- and nature-inspired LEGO sets through storytelling and imaginative play. With any purchase of participating LEGO themes, children can enjoy complimentary access to activity stations where they can:

• Build a personalised mini-me character
• Create an animal bestie micro build
• Receive a LEGO Friends Treat Bakery maze and colouring sheet

Participants will take home their mini-me and animal bestie creations, along with a Paw-fect Friends Forever certificate, while stocks last.

Build Your Animal Bestie

The campaign features a curated range of animal- and nature-themed LEGO sets across popular lines including LEGO Creator, LEGO Friends, Disney, Dreamzzz and Gabby’s Dollhouse. From wildlife builds to friendship-driven storytelling sets and iconic Disney characters, each set is designed to inspire imaginative adventures and hands-on fun.

These sets are available at LEGO Certified Stores in Singapore, as well as the LEGO Official Store on Lazada, Shopee and Amazon, and major retailers islandwide.

Shoppers can also enjoy special gift-with-purchase promotions. With a minimum spend of SGD 69 on selected LEGO Friends, Disney, Creator, Dreamzzz and Gabby’s Dollhouse sets, customers will receive a LEGO Creator Cute Animal Birthday Party set. For an additional SGD 30 top-up, shoppers can receive a LEGO Disney Ariel & Flounder’s Birthday Music Fun set, exclusive to LEGO Certified Stores, while stocks last.