Lottie the doll launches gender equality campaign on International Women's Day

Mar 8, 2015 at 5:37 p.m. ET
Image: LOTTIE/Facebook

Lottie, the doll created to defy gender stereotypes, brought International Women's Day 2015 to the younger generation with the launch of a new campaign. #BeYou is designed to build the self-esteem of young girls and we think it's awesome.

The year-long initiative, which was launched to coincide with International Women's Day, will include activities, events and social media content to inspire Lottie's fans.

To kick things off, Lottie released a collection of biographies of inspiring females for kids to download from the lottie.com website to teach them about the achievements of great women throughout history.

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Also in the pipeline is the release of a new range of Lottie dolls, including the astronomy-themed Stargazer Lottie (a collaboration with the European Space Agency) and Fossil Hunter (in conjunction with Trowelblazers, a team of international female palaeontologists).

Co-founder and creative director of Lottie, Lucie Follett, said: “We want to expose girls to all of the options that are open to them, activities that will stimulate their minds and also keep their bodies active; science, sports and other outdoor activities, as well as fun, imaginary play. There are many ways to be a girl."

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