LEGO has announced a new LGBTQ+-themed "Everyone Is Awesome" set of their famed plastic building block toys. The 346-piece set features 11 multi-colored figurines standing on a flowing buildable rainbow platform. The special "Everyone is Awesome" set was designed by the Danish toymaker to celebrate diversity and inclusivity in celebration of Pride month. The set goes on sale June 1 and retails for $34.99.
"I wanted to create a model that symbolizes inclusivity and celebrates everyone, no matter how they identify or who they love," Matthew Ashton, vice president, design, at the Lego Group.
Ashton, who identifies as LGBTQ+, highlighted the importance of the set for queer youth, and said he wished he had a similarly affirming toy when he was growing up gay, saying "it would have been such a relief to know that somebody had my back. To know that you've got someone there, to say 'I love you. I believe in you. I'll always be here for you.'"
All the figurines are gender-neutral. One, a purple character, is meant to be an homage to drag queens.
All the colors of the Pride flag are represented in the set.
The inspiration for the final set actually came from Ashton, who revealed the set was "something that I built for my desk at work, just a little personal thing that I wanted to display on my desk." When the group wanted ideas for an LGBTQ+-themed toy set, Ashton was at the ready.
"I was like, I've actually got something here that's nearly ready to go," he recalled.
The LEGO Group was formed in 1932 in Denmark. The buildable set of connectable blocks and shapes has proven wildly popular and profitable over the years. The company has expanded into launching successful movies as well as the highly profitable and popular Legoland amusement parks. The company is also known for its affirmative work environment for the LGBTQ+ community.
"I am fortunate to be a part of a proud, supportive and passionate community of colleagues and fans," Ashton said. "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."
LEGO's Everyone is Awesome set will retail at $34.99 and can be purchased at LEGO stores or online at www.lego.com. You can learn more about the new rainbow Pride colored Everyone is Awesome set at www.LEGO.com/EveryoneIsAwesome.com.