Lego is debuting its first ever LGBTQIA+ set in time for Pride month, designed to celebrate the diversity of its fans.
The "Everyone is Awesome" set comes in rainbow colors and comprises 11 minifigures, each in a different hue, resting on a multi-colored platform inspired by the rainbow flag. The minifigures each have their own hairstyle, but are not specifically designed to be of either gender.
The set was designed Lego Vice President, Design, Matthew Ashton, who originally created it as a personal project to adorn the desk of his own office.
In a video and story posted on the Lego website, he shares his experience growing up LGBTQIA+, and how others treated him affected his self-confidence. "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," he says. "I was dissuaded from doing the things that came most naturally to me. I think many of the adults around me were doing all of this to try to protect me from getting bullied, but I was actually fine with all the kids at school. All of that has had an impact on me in many ways; it was really exhausting and kicked my confidence."
For him, the new set can serve as a message of support. "If I had been given this set by somebody after having come out, it would have been such a relief to have known that somebody had my back," he says.
Ashton added in a statement that the set "symbolizes inclusivity and celebrates everyone, no matter how they identify or who they love" and that it is 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 "Everyone is Awesome" set goes on sale on June 1, to mark the start of Pride Month, and will be available online and in Lego stores, with a recommended retail price of $34.99.