Lego designer Matthew Ashton with the Everyone is Awesome LGBTQIA+ Pride set (Pics: Lego)
Lego is marking international Pride month this June by releasing its first LGBTQIA+ set as a celebration of diversity and inclusion.
According to the Denmark-based Lego Group, the buildable display model is inspired by the iconic rainbow flag which is used as a symbol of love and acceptance by the LGBTQIA+ community. It features 11 monochrome minifigures each with its own individual hairstyle and rainbow colour.
In addition to the traditional six rainbow flag colours – red, orange, yellow, green, blue and violet – the set also includes the transgender pride flag colours – pink, baby blue and white – plus black and brown, which are increasingly used to represent people of colour within the LGBTQIA+ community.
“I wanted to create a model that symbolises inclusivity and celebrates everyone, no matter how they identify or who they love,” said the set’s designer, Matthew Ashton, Vice President, Design.
“Everyone is unique, and with a little more love, acceptance and understanding in the world, we can all feel more free to be our true awesome selves! This model shows that we care, and that we truly believe ‘Everyone is awesome’!”
The 346-piece model stands 10.24cm tall and has a depth of 12.80cm – a perfect fit for most shelves or window sills. It goes on sale on 1 June, to mark the start of international Pride Month, and will be available through Lego.com and Lego branded stores, with a recommended retail price of 34,99 EUR/USD.
Matthew said that the set was also a celebration of the LGBTQIA+ community within the Lego Group and amongst the brand’s adult fans.
“I am fortunate to be a part of a proud, supportive and passionate community of colleagues and fans. 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.”
The Lego Group said that it partners with Workplace Pride, Stonewall and Open for Business “to help shape strategies to support employees who identify as LGBTQIA+ and allies across the company.” It also supports UK-based charity, Diversity Role Models which works to educate children about inclusivity and empathy to “build supportive and inclusive future generations”.
While Lego started out in 1932 as a children’s toy company, in recent years its sets have also become popular collectables for adults.