In Leisure: Lego Champions Girls’ Football

by Mandy Saven

To celebrate women’s football and inspire young girls to take up the game, the LEGO Group has partnered with a group of accomplished women footballers on a themed set, Icons of Play. It features a football stadium, 15 figurines (including players, supporters and referees), and interactive elements like a video-assisted referee (VAR) station and movable scoreboard.

The set features mini-models of professional female footballers such as American LGBTQ+ advocate?@Megan Rapinoe,?Yuki Nagasato?(Japan),?Sam Kerr?(Australia) and?Asisat Oshoala?(Nigeria), the first African woman to win the Uefa Women’s Champions League. By featuring a diverse range of players, the brand is keen to demonstrate its commitment to inclusivity – empowering kids to be their authentic selves on and off the pitch.

The set forms part of the brand’s wider?Play Unstoppable?campaign, which champions the potential of girls when they’re given opportunities to play without limits. It also emphasises how football can play a key role in fostering teamwork, perseverance and self-expression.

"Despite the talent of female players and the excitement of the game finally being recognised 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."

Sam Kerr, Australia

Beyond this collaboration, The Lego Group has also partnered with the?US Soccer Foundation?and?Football Australia?to provide girls with access to play opportunities and challenge outdated gender stereotypes.

For more on how girls’ football is ascending, as well as insights into other key fitness trends, members can access The New Sports-Leisure Landscape: 10 Trends on the Stylus platform now.