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
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
Why WhatsApp is launching pre-teen accounts

Daily Signals

Why WhatsApp is launching pre-teen accounts

Instant messaging service WhatsApp is expanding its user base by introducing pre-teen accounts, lowering access to include users aged under 13 for ...
Social Media : Parental Control : Online Safety
Stat: How to appeal to each generation through visual design

Daily Signals

Stat: How to appeal to each generation through visual design

New research from Adobe reveals a widening generational divide in how UK consumers perceive design, with younger audiences placing significantly gr...
Design : Branding : Marketing
Creators, community and culture take centre stage at SXSW Austin 2026

Daily Signals

Creators, community and culture take centre stage at SXSW Austin 2026

A central question echoed across discussions on the first day of SXSW 2026: how can brands tap into culture in a way that feels genuinely relevant?
Global Events : SXSW : Marketing
How Tipping Point East is redefining circular construction in London

Daily Signals

How Tipping Point East is redefining circular construction in London

A new hub in east London aims to rethink how cities build by embedding material re-use directly into the construction supply chain.
Construction : Sustainability : Future Spaces
Stat: The enshittification of TikTok is creating a widening trust gap with Gen Z

Daily Signals

Stat: The enshittification of TikTok is creating a widening trust gap with Gen Z

Global – Growing scepticism is beginning to reshape how Gen Z engage with the social media platform TikTok.
Social Media : Advertising : Statistic
Pinterest reveals how parents are designing tech-free childhoods

Daily Signals

Pinterest reveals how parents are designing tech-free childhoods

Parents are increasingly seeking ways to raise children away from screens, according to a new parenting trends report from Pinterest.
Parenting : Technology : Childhood
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