Lego says “Everybody is awesome!” as it launches LGBTQIA+ set for Pride
Lego launches new set championing diversity which is inspired by the rainbow flag.
For just shy of 90 years, Lego has been the go-to for creative minds young and old but now, for the first time, it is launching a new set that celebrates diversity in its fanbase and the LGBTQIA+ (Lesbian, gay, bisexual, transgender, queer and/or questioning, intersex, and asexual and/or ally) community.
The 346-piece model – which stands 10.24cm tall, has a depth of 12.80cm and is designed to be simple and eye catching – goes on sale on 1 June to mark the start of Pride month.
Set designer Matthew Ashton, Vice President, Design said: “I wanted to create a model that symbolises inclusivity and celebrates everyone, no matter how they identify or who they love
“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 set is also a celebration of the LGBTQIA+ community within The Lego Group and amongst the brand’s adult fans, he adds.
“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.”
Over the last two decades the Danish giant has certainly broadened its appeal. It’s no longer just aimed at children collecting miniature figurines, building townscapes or creating spaceships, adults are getting in on the action too with increasingly more detailed (and bigger!) sets.
There are film franchise tie-ins (this behemoth of an Imperial Star Destroyer from Star Wars will set you back almost £650!), complex architectural builds (9036-piece Colosseum anyone?), theme parks, video games, plus very successful branded series on both the big and small screen.
In fact, the names of the new set – Everybody is Awesome – is a cute nod to the theme song of 2014’s The Lego Movie, a box office hit which spawned a sequel and successful Batman spin off.
Look out for the new set at Lego.com and Lego branded stores from next month.