Brand new Ender 3 V3, filament. will not go down to nozzle

Hi I have a brand new Ender 3V3 which we put together yesterday.
Trying to feed the filament through the nozzle kit, I open the padlock click and can feed it in about 10mm then it feels as though it hits a brick wall, it won’t go any further.
Anyone got any ideas
many thanks

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Have you tried hitting “extrude” on the controls when you get to this point?

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