Lego has always been a pretty progressive company. It designed and released a product for blind and visually impaired kids in 2020, and also debuted products like its NASA women minifigure sets — inspired by the film "Hidden Figures" — that focused on female empowerment. Most recently, Lego has launched a product with an LBGTQ-theme called "Everyone Is Awesome," a play on "The Lego Movie" song "Everything Is Awesome."
The set, which is being launched just in time for Pride Month and is inspired by the symbolic rainbow flag, will have 346 pieces and will go on sale at the beginning of June.
The set's designer, Matthew Ashton, who is also the company's vice president of design, said in a statement that he "wanted to create a model that symbolizes inclusivity and celebrates everyone, no matter how they identify or who they love."
The set will also include 11 figures, each one a different color that is meant to show the diversity of the community the new product represents.
“We’ve made sure to include black and brown colors to represent the broad diversity of everyone within the LGBTQIA+ community,” said Ashton. “We’ve also added in the pale blue, white, and pink to support and embrace the trans community as well. I purposely put the purple drag queen in as a clear nod to the fabulous side of the LGBTQIA+ community.”
Ashton, who himself is gay, went on to note how his own experiences as a kid inspired the set's design.
"Being quite an effeminate kid, I was constantly told by different adults around me what I should and shouldn’t play with, that I needed to behave like a 'real boy' and to toughen up. I was dissuaded from doing the things that came most naturally to me," he said, adding: "If I had been given this set by somebody at that point in my life, it would have been such a relief to know that somebody had my back."
"This sends a signal to everyone that this is what we stand for at The LEGO Group and that we want to embrace all of you, because creativity is for everyone," Ashton added. "We do truly feel that everyone is awesome. We all have the right to be accepted, to be loved and also to be creative. With this set, we hope to show that we care, no matter who you are.”
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