Code-breakers

Code-breakers

US – Secret Code is a customisable book that aims to empower young girls to break down workplace stereotypes.

#BreakStereotypes by Secret Code, US

US – Secret Code is a customisable book that aims to empower young girls to break down workplace stereotypes.

  • Children can choose their character’s hairstyle, eye colour, skin colour and hair colour
  • Just 10% of books featured in The New York Times best-selling list for picture books feature a female lead, according to the Secret Code website

Creator Mara Binudin-Lecocq developed Secret Code to encourage tech-savvy young girls to be proud of their abilities. The protagonist, a young girl who loves coding, building robots and making a mess, can be personalised to look like the reader.

The story doesn't end at the final page, as readers are provided with links to coding-related games and toys such as Code.org and Dash and Dot.

According to the website, just 5% of leadership jobs in the technology sector are held by women. ‘Girls, and especially those with diverse backgrounds, need to start seeing empowering role models that look like them during this crucial age in order to have an equal shot at being inspired,’ says Binudin-Lecocq.

The Big Picture

In line with Tiny Tot Feminism, brands are producing toys that encourage children to create their own path in life rather than conform to stereotypes.

Discover More Daily Signals
Rapha opens Shanghai Clubhouse for cycling and design enthusiasts

Daily Signals

Rapha opens Shanghai Clubhouse for cycling and design enthusiasts

Cycling apparel brand Rapha has opened its first mainland China Clubhouse in Shanghai, signalling a strategic push into one of the world’s fastest-...
Retail : Sport : Cycling
The Future Laboratory presents New Codes of Value at Lewis Silkin’s 2025 xCHANGE event

Daily Signals

The Future Laboratory presents New Codes of Value at Lewis Silkin’s 2025 xCHANGE event

Lewis Silkin’s xCHANGE 2025 event at 180 Studios in London brought together lawyers, business leaders and founders to explore how organisations can...
New Codes Of Value : Lewis Silkin : The Future Laboratory Future Five
Stat: AI search converts to AI shopping for over half of users

Daily Signals

Stat: AI search converts to AI shopping for over half of users

Artificial intelligence is rapidly reshaping how consumers discover and buy fashion, according to The Business of Fashion and McKinsey & Co’s&n...
AI : Retail : Technology
The Future Laboratory and Together Group release latest New Codes of Luxury report

Daily Signals

The Future Laboratory and Together Group release latest New Codes of Luxury report

The Future Laboratory and Together Group have joined forces to release the latest instalment in the companies’ New Codes of Luxury strategic foresi...
Technology : Hospitality : Luxury
The Future Laboratory and Bacardi unveil 2026 cocktail trends report

Daily Signals

The Future Laboratory and Bacardi unveil 2026 cocktail trends report

Bacardi has released its latest annual Cocktail Trends Report, produced in partnership with The Future Laboratory.
Drink : The Future Laboratory : Bacardi
Stat: Green skills demand outpaces talent growth

Daily Signals

Stat: Green skills demand outpaces talent growth

A new LinkedIn report reveals a widening global green skills gap, as demand for environmentally focused talent accelerates faster than the workforc...
Workplace : Sustainability : Work States
Hot Bodies explores how design can help us survive a warmer world

Daily Signals

Hot Bodies explores how design can help us survive a warmer world

Hot Bodies is a new exhibition examining how apparel and wearable design can help humans adapt to global heat.
Design : Fashion : Climate
Vow launches lab-grown exosomes for skin repair

Daily Signals

Vow launches lab-grown exosomes for skin repair

Sydney-based biotech company Vow is expanding beyond cultured meat into functional beauty with the launch of cultured exosomes designed to regenera...
Beauty : Functional Beauty : Biotechnology
Stat: US businesses report real returns as generative AI adoption matures

Daily Signals

Stat: US businesses report real returns as generative AI adoption matures

A new study from the Wharton School at the University of Pennsylvania challenges months of pessimism about generative AI’s business value
Technology : Artificial Intelligence : Business
JD Sports hands the camera to its community

Daily Signals

JD Sports hands the camera to its community

JD Sports has flipped the creative script for its seasonal campaign ‘Where Are You Going?’ by putting cameras in the hands of its audience.
Sports : Culture : Youth
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN