The LEGO Group is challenging stereotypes and encouraging girls to play without boundaries — both on and off the field.
The LEGO Group revealed the new LEGO Icons of Play set as part of its new “Play Unstoppable” campaign. The set includes minifigures of women’s soccer stars Megan Rapinoe, former USA women’s team captain and two-time World Cup champion, Yūki Nagasato, player for the Japan women’s national team and midfielder for the Chicago Red Stars, Sam Kerr, player for the Australia women’s national team and striker for UK-based Chelsea, and Asisat Oshoala, player for the Nigeria women’s national team and striker for Barcelona.
The 899-piece set features half a soccer stadium, a ceremonial stage, a VAR (video assistant referee) station, a moveable scoreboard, and 15 minifigures including five players, eight supporters, one coach, and one referee.
The LEGO Group is also partnering with the U.S. Soccer Foundation to open three permanent mini-soccer fields across the country to ensure access to limitless play opportunities for girls and Football Australia, via Legacy ’23 and Our Game, to create a platform for communities to challenge gender stereotypes in soccer and advocate for play without limits.
“When they have the space and freedom to express themselves fully, girls are an unstoppable force in the world,” says Julia Goldin, Chief Product and Marketing Officer, The LEGO Group. “They are playful inventors, curious scientists, daring dreamers, and bold adventurers — and that’s exactly what ‘Play Unstoppable’ is celebrating. For over 65 years, the LEGO brick has provided endless play possibilities for all children, allowing girls to dream, build, and become anything they desire even when society tells them otherwise. Women’s football is a powerful reminder of what girls can do when they break free from stereotypes — our four footballers are players at the top of the game. As strong women on and off the pitch, they are inspirations for girls everywhere to realize their potential.”
Sam Kerr hopes to be inspirational to young girls everywhere. “Play, both on and off the pitch, helps children explore who they are, build confidence and feel like part of a team. It’s one of the reasons why women’s football is one of the fastest-growing sports globally, with crowd attendance records being shattered regularly and over 30 million girls now playing the game worldwide. But despite the talent of female players and the excitement of the game finally being recognized on the global stage, there are still many stereotypes that surround girls, their hobbies, and the way they play that we need to break down. I hope that seeing women like me achieve their dreams inspires girls to believe they are unstoppable when they get to do the things they love. I’m excited to be working alongside The LEGO Group to celebrate the many dimensions of play for girls and to show that it’s time for the world to get ready for girls, allowing them to play openly and fiercely — and free from stereotypes.”
The LEGO Icons of Play set will be available in-store and at lego.com/icons-of-play on June 6.
