The Lego Group has released a new campaign aimed at challenging the idea that building is only for boys.

Titled “She Built That”, the campaign directly addresses gender stereotypes, using a bold music video that reimagines Run DMC’s classic “It’s Like That”.

The video features Gen Z and Gen Alpha stars including British drumming sensation Nandi Bushell, Chicago-born DJ Livia, Chinese alt-pop artist Cacien, and Dutch-Surinamese vocalist Pink Oculus.

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.”

The campaign comes at a time when society’s view of builders is still heavily influenced by gender stereotypes, Lego said.

Despite progress, new global research commissioned by the LEGO Group reveals that when children hear the word “builder” – ‘a man on a construction site’ (39%) and a ‘boy playing with building blocks’ (36%) top the list.

It also found that 39% of children imagined a man on a construction site when hearing the word “builder,” while 36% pictured a boy playing with building blocks.