Hey Toy wholesalers, quick news from LEGO.
LEGO just partnered with Bindi Irwin. For the She Built That campaign.
This move targets one clear group:
girls aged 6 to 12.
LEGO’s research shows a strong signal.
Animal-themed play boosts confidence and creativity.
This isn’t about one workshop. It’s LEGO doubling down on girls-focused,
emotion-driven kids play.
The program runs online and in select stores.
Simple builds.Low entry.High engagement.
Worth watching if you handlekids, educational, or animal-themed toys.
Do you think this line will sell well?
Talk in the comments.
