The LEGO Group Partners with Bindi Irwin to Launch Animal-Themed Creativity Workshops Supporting Girls’ Empowerment

The LEGO Group is partnering with wildlife conservationist and Australia Zoo CEO Bindi Irwin to celebrate the special bond young girls share with their animals through a series of Creativity Workshops, all a part of the She Built That campaign. 

A new global study commissioned by The LEGO Group surveyed 13,250 children across 13 countries and found that animal friends play a meaningful role in young girls’ personal growth. Friendships with animals, both real and toy, enhance their creative confidence and support their emotional well-being.

Research further shows that girls form stronger bonds with pets and animals than boys do, and that these bonds play a larger role in their social lives. Specifically, 1 in 5 girls (22%) say their pet has taught them to believe in themselves more and to be more confident. 1 in 3 say (34%) that their toy animal has helped them feel more creative. 

Building on these insights, The LEGO Group has partnered with Irwin to launch the newest edition of the Creativity Workshop Series — Build Your Own Bestie: Playful Pets Creativity Workshop. This Creativity Workshop will be available on LEGO.com and at select LEGO Stores, allowing kids ages 6-12 to foster their love of animals. 

“Animals have been part of my life since I was born,” says Irwin. “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.”

The online Build Your Own Bestie: Playful Pets Creativity Workshop, led by Irwin, will guide young builders and families through three animal-themed LEGO builds, including a Name Tag Pen Pot, a Pet Bestie, and an Animal-Inspired Picture Frame. Families can find this workshop online at LEGO.com/CreativityWorkshops starting Feb. 14. 

The in-store Build Your Own Bestie Creativity Workshop will be held at select LEGO Stores worldwide. LEGO Brick Specialists will be on site to help families create a Pet Show Build, while guiding storytelling and problem-solving activities. Sign-up details and tickets are available at LEGO.com/CreativityWorkshops.

“Every girl deserves a companion who sparks her imagination, encourages authenticity, and celebrates her confidence and creativity,” says Lena Dixen, SVP, Product Group, Core Business at The LEGO Group. “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.”

This new initiative, part of The LEGO Group’s She Built That campaign, demonstrates the company’s commitment to supporting young girls’ development, backed by research and inspired by the power of play. 

The She Built That campaign launched in June 2025, and The LEGO Group has been actively supporting it since. In September, the company hosted the LEGO She Built That Event in New York City, where kids explored their interests with female mentors from fields including music, sports, science, and art. As a result of its success, the event has been nominated for a Pulse of Play Award in the Cultural Moment of the Year category. 

To stay updated on The LEGO Group’s She Built That Campaign, visit LEGO.com, and to see the complete list of Pulse of Play Awards nominees, visit toybook.com/pulseofplayawards.