LEGO has announced a new Pride-inspired set, launching on June 1, the first day of the officially recognised Pride Month. The set is called ‘Everyone Is Awesome’ in a fitting spin on the incredibly catchy jingle from The Lego Movie.
LEGO’s new Pride Month set features the modern LGBTQ+ rainbow flag, which includes stripes for people that identify as transgender as well as People of Colour. The figures themselves are designed to be gender-neutral, apart from the purple figure, which specifically represents drag queens.
It’s the first set LEGO has produced that celebrates the LGBTQ+ community within their fanbase, showing clear support for queer communities and minority groups.
Although the set is not available until June 1, you can still view it on the LEGO website, where it will be selling for $59.99.
The LEGO Pride set is also marked as 18+, meaning that it’s meant for people 18 years and over. LEGO has been doing this a bit recently, with specific products that are either more intricate – with smaller parts and a more complicated build – or with sets that are meant more for ornamental use than as toys such as the Friends Apartment LEGO Set.
Designer Matthew Ashton says he originally created the set for his own desk, telling The Guardian that: “Other members of Lego’s LGBTQ+ community came by to tell me they loved it, so I thought, ‘maybe it’s something we should share’.”
“Growing up as an LGBTQ+ kid – being told what I should play with, how I should walk, how I should talk, what I should wear – the message I always got was that somehow I was ‘wrong’… I wish I’d seen an inclusive statement that said ‘everyone is awesome’.”
The LEGO Group are yet to make a public statement on if any proceeds from this set will be donated to LGBTQ+ charities or causes. The company has stated that they’ve partnered with Workplace Pride, Stonewall and Open for Business, and supports the charity Diversity Role Models.
Regardless of whether you’re a huge LEGO fan or not, this LEGO Pride set is an incredible symbol of representation for members of minority groups. With a clear message, showing people under all the colours of the rainbow, accepted for however they identify, is a powerful message to be communicated through such a mainstream brand.
The new LEGO Pride Month set will surely be snapped up fast, so jump on their website on June 1 to secure yours.