Legos are going woke in preparation for Pride Month by launching their first-ever LGBTQ-themed set.
The 346-piece set named “Everyone Is Awesome” contains 11 faceless figures, each assigned to a rainbow color. Lego announced that they designed the set after the rainbow flag associated with the LGBTQ community.
“I wanted to create a model that symbolizes inclusivity and celebrates everyone, no matter how they identify or who they love,” the set’s designer Matthew Ashton said in a statement Thursday.
Many adult enthusiasts still collect and build Legos but they remain a popular children’s toy.
“Having LGBT-inclusive toys creates a space for families to let LGBT children know that they are loved and accepted,” Joe Nellist, from the UK’s LGBT Foundation said.
Nellist added: “Growing up in a world which often tells you there is something ‘wrong’ with you can lead to a person developing a deep sense of shame — something we know can have a long-lasting impact on both mental and physical health.”
Ashton believes that the set is a celebration of LGBTQ members from the Lego community.
“I am fortunate to be a part of a proud, supportive and passionate community of colleagues and fans,” he said.
The Lego Group has unveiled "Everyone is Awesome," its first LGBTQ-themed set, ahead of its launch during Pride Month. https://t.co/oa8RjsaZnj pic.twitter.com/4N69RgCXzr
— USA TODAY (@USATODAY) May 20, 2021
“We share love for creativity and self-expression through Lego bricks and this set is a way to show my gratitude for all the love and inspiration that is constantly shared.”
Last year, the Lego company saw growth because people were stuck home however as we’ve seen in the past go woke and go broke.
Mattel has also made similar toys, in 2020 they unveiled a Barbie doll with no hair and one with the skin condition vitiligo. The doll company also created a separate doll line in 2019 called “Creatable World,” which featured gender-inclusive toys.
