Building Bonds with Animals Boost Girls’ Imagination, Creativity and Self-Belief According to New Global Study from the LEGO Group

• New research highlights the importance of friendships with animals in building creative confidence among children.
• 1 in 5 girls (22%) say their pet has taught them to be confident and believe in themselves more, while over 1 in 3 say (34%) their toy animal has helped them feel more creative.
• Today’s announcement is a new chapter in the LEGO Group’s She Built That campaign to empower girls to see themselves as builders.
• The LEGO Group is teaming up with wildlife conservationist and animal lover, Bindi Irwin to spark curiosity and creative confidence in young animal lovers.
• Build your Bestie: Playful Pets Creativity workshops and LEGO® Pet Day Care experiences worldwide encourage imagination and storytelling through playful building.

BILLUND, DENMARK - 29 JANUARY, 2026: The LEGO Group today launches an exciting new chapter in its 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. She Built That was launched in 2025 to challenge outdated societal stereotypes that can limit the potential of girls and empower them to see themselves as builders in every sense of the word.

A global study of 13,250 children across 13 countries, commissioned by the LEGO Group, reveals that animal besties have a big impact on girls’ personal growth, with friendships with animals – both pets and toys – significantly boosting their creative confidence and emotional well-being. The research revealed that girls* form stronger bonds with pets and animal toys than boys, playing a bigger role in their social lives.

Key findings include:

• Playing with animal toys helps boost girls’ happiness (40%), imagination (36%), creativity (34%) and self-confidence (18%).
• Animals play a role in teaching important values and skills with two in five (41%) girls saying a pet has taught them how to be caring, kind and look after others.
• Animal toys inspire creativity with 31% of girls saying their animal toy motivated them to draw, write, or build something new.
• For 37% of girls at least one of their favourite memories involves a pet (30% for toy animals), while 36% reveal that some of their happiest moments are spent being silly or creative with them (30% for toy animals).
• Over half of girls globally (51%) describe their friendship with pets as comforting – with 34% saying it’s supportive and almost a third defining it as adventurous (30%).
• Girls are twice as likely to confide in their pet (36%) or toy animal (26%) than a trusted teacher (11%) when it comes to sharing feelings, worries and secrets.

To inspire girls to discover the power of connection, confidence and creativity through friendships with animals, the LEGO Group has teamed up with wildlife conservationist and animal lover, Bindi Irwin. Child of famed conservationist Steve Irwin and Terri Irwin, Bindi grew up surrounded by animals and developed her love of wildlife through everyday adventures with her brother Robert.

Bindi Irwin has collaborated with the LEGO Group to lead the latest edition of the Creativity Workshops, a hands-on building experience for young creators aged 6–12, available online at LEGO.com and in select LEGO Stores. LEGO fans can join a free online Build Your Bestie: Playful Pets workshop with Bindi or take part in in-store workshops hosted by LEGO Brick Specialists. There are two ways to get involved:

• Creativity at Home Online Workshops: Led by Bindi Irwin, the online Build Your Bestie: Playful Pets workshop will be available globally from 14th February at LEGO.com/CreativityWorkshops. Bindi will guide young builders and their families through three animal-themed LEGO builds: a Name Tag Pen Pot, a Pet Bestie, and an Animal-Inspired Picture Frame.
• Creativity Workshops (In-store): Held at select LEGO Stores worldwide, these hands-on workshops invite young builders aged 6-12 to explore their love of animals by building a Pet Show Build. Guided by LEGO Brick Specialists, participants can experiment with storytelling, imagination, and creative problem-solving. Tickets and sign-up details are available at LEGO.com/CreativityWorkshops. T&Cs apply.

Bindi Irwin, CEO Of Australia Zoo and mum to Grace (4-years-old) said: "Animals have been part of my life since I was born. They’ve always been my friends and greatest teachers, turning ordinary days into adventures. Every child deserves a friend who sparks confidence, curiosity, and creativity. The natural world is full of ideas, discoveries and friendships waiting to be explored, and I love that these experiences give young creators the chance to bring that magic to life with LEGO bricks. It’s incredible what ideas appear when you start building. With LEGO animals, you don’t just make a friend - you build a bestie.”

Lena Dixen, SVP, Product Group, Core Businesses at the LEGO Group said: "Every girl deserves a companion who sparks her imagination, encourages authenticity, and celebrates her confidence and creativity. Our research highlights the vital role of play in helping girls express themselves, revealing how animals - whether pets or toys - are powerful sources of inspiration. With initiatives like our LEGO Pet Day Care and creativity workshops, we hope to provide girls with opportunities to share ideas, collaborate, and express their true creative selves, whether through imaginative play or building with bricks."

The campaign is supported by a growing portfolio of LEGO sets inspired by animals and nature, offering creative entry points for girls who love to build, imagine and tell stories through animal friendships. This includes LEGO® Creator Beautiful Horse (31166), LEGO® Creator Sea Animals: Beautiful Dolphins (31385), LEGO® Creator Cute Animals: Playful Puppy Dog (31382), LEGO® Creator Wild Animals: Colourful Hummingbird (31384), LEGO® Friends Horse & Baby Foal Trailer (42695), LEGO® Friends Dog Treats Bakery (42677), LEGO® Friends Unicorn Dream Café (42684) and The Aristocats Adorable Marie (43286). Find out more about these products at LEGO.com/Animals.