Lego introduces the first LGBTQ set ahead of Pride Month

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Written by Zamira Rahim, CNN

Lego fans can build castles, jungles and entire city centers with the right brick set. But starting in June, the company will be launching a brand new product – its first LGBTQ themed set called “Everyone Is Awesome”.

The 346-piece set contains 11 figures, each with an assigned rainbow color.

Lego said Thursday that the model was inspired by the classic rainbow flag, an enduring symbol of solidarity for the LGBTQ community.

The new product will go on sale in early June Pride month.

“I wanted to create a model that symbolized inclusivity and celebrated everyone, no matter how they identify or who they love,” said Matthew Ashton, designer of the set, in a statement on Thursday.

The company has customers of all ages, but its sets are popular children’s toys in many households.

The product comes with 11 figures, each with an assigned rainbow color. Credit: LEGO

“Having LGBT inclusive toys creates a space for families to let LGBT children know that they are loved and accepted,” Joe Nellist of the UK LGBT Foundation told CNN.

Nellist added, “Growing up in a world that often tells you that something is ‘wrong’ with you can lead to a person developing a deep sense of shame – something we know to be both spiritual as well as having a lasting effect on physical health. “

Ashton said the set is also a celebration of the LGBTQ community within Lego and among the company’s adult fans.

“I am fortunate to be part of a proud, supportive and passionate community of colleagues and fans,” he said.

“We share a love of creativity and self-expression through Lego blocks and this set is a way to show my gratitude for all the love and inspiration that is constantly shared.”

The company has had a busy year. Sales rose in the summer of 2020 as more and more people were spending time at home looking for toys due to the pandemic. As a result, Lego’s operating profit rose 11% to $ 622 million.

The Everyone Is Awesome set arrives as the toy industry takes steps to make iconic kids’ products more inclusive.

In 2020, Mattel, the company behind Barbie dolls, unveiled a range that included a doll without hair and one with a skin condition called vitiligo. Mattel also produced a separate line of dolls in 2019 called “Creatable World,” which included gender-specific toys.


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