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
Huggies puts its product claims to the ultimate stress test

Daily Signals

Huggies puts its product claims to the ultimate stress test

Nappy brand Huggies’ latest campaign, Expensive Sh*t’, sees 18 babies wearing Huggies Little Snugglers on luxury goods worth £373,000 ($500,000, €4...
Advertising : Humour : Parenting
What Zara’s archival strategy signals for the future of high street retail

Daily Signals

What Zara’s archival strategy signals for the future of high street retail

Fashion retailer Zara is repositioning itself between mass market and luxury with a two-year partnership with acclaimed fashion designer John Galli...
Retail : Fashion : Design
Stat: Parents sound alarm as children’s digital identities form too early

Daily Signals

Stat: Parents sound alarm as children’s digital identities form too early

A new survey from Proton reveals that concern about children’s online privacy has become the norm, not the exception, as digital identities are for...
Online Safety : Parenting : Statistic
How WMH&I is uniting land and people through design

Daily Signals

How WMH&I is uniting land and people through design

Environmental charity Natural Habitat has unveiled a new identity by WMH&I, designed to reconnect communities with land through emotionally res...
Sustainability : Design : Branding
Foresight Friday: Savannah Scott, creative director

Daily Signals

Foresight Friday: Savannah Scott, creative director

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, our creative director Sav...
Foresight Friday : SXSW : Creativity
Stat: Gen Z turns to social for food inspiration as video dominates media habits

Daily Signals

Stat: Gen Z turns to social for food inspiration as video dominates media habits

Gen Z’s media habits are evolving rapidly, with video platforms and social feeds reshaping how young audiences consume content – and what influence...
Drinks : Social Media : Inspiration
SXSW 2026: How can brands move on the pulse of culture? 

Daily Signals

SXSW 2026: How can brands move on the pulse of culture? 

On day three of SXSW 2026, the conversation turned to one of the biggest buzzwords in modern marketing: community.
Global Events : SXSW : Marketing
The China Playbook: What brands get right and wrong about Chinese New Year campaigns

Daily Signals

The China Playbook: What brands get right and wrong about Chinese New Year campaigns

The China Playbook is a monthly briefing from Hot Pot China equipping businesses with the knowledge to navigate the complexities of the Asian premi...
Hot Pot : The China Playbook : Chinese New Year
Stat: How everyday rituals are becoming markers of status

Daily Signals

Stat: How everyday rituals are becoming markers of status

According to a recent report by global fashion and media brand Highsnobiety, status is becoming embedded in everyday rituals, enviro...
Groceries : Identity : Beauty
SXSW 2026: Why boring brands are borrowing from entertainment to break the internet

Daily Signals

SXSW 2026: Why boring brands are borrowing from entertainment to break the internet

On day two of SXSW 2026 speakers challenged a long-held assumption in marketing: that so-called ‘boring’ categories must produce dull advertising.
Global Events : SXSW : Advertising & Branding
You have 2 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN