These minifigures celebrate Canadian Paralympians

Canadian Paralympic Committee re-imagines a classic toy with inclusive message

Published On
Aug 24, 2021

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The Canadian Paralympic Committee (CPC) is marking the Tokyo Paralympics by designing a range of minfigures and minifigure extensions representing individuals with disabilities.

The “Para Expansion Pack” contains pieces designed to be compatible with a “classic toy" (that bears a strong resemblance to Lego minifigs, although the agency declined to confirm the connection). While they’re not for sale, the protoype designs are available for people to download and print out on 3D printers. 

The range, created by BBDO Canada, features 11 custom minifigure pieces representing individuals with disabilities, and nine custom pieces representing Paralympic sport, including a short arm, prosthetic legs, running blades and a basketball wheelchair. Each piece is designed to seamlessly complement existing sets.

The CPC says it hopes the world’s leading makers of building toys will take notice and consider incorporating some of the new pieces into future sets, making them more representative of the population as a whole.

“For us, inclusion has always been fundamental,” said the CPC’s executive director of communication and brand, Martin Richard, in a statement. “The Expansion Pack helps broaden the awareness of that inclusivity and celebrate Paralympic athletes.”

The pack is being promoted via social media and on a dedicated page within the website. It’s an extension of the organization’s advertising campaign featuring Canadian Paralympians like wheelchair basketball star Patrick Anderson, para swimmer Katarina Roxon and para ice hockey team captain Tyler McGregor.

“It’s about giving these competitors their due, not just as athletes but as icons of popular culture,” added BBDO’s Chief Creative Officer Max Geraldo. “In its own small way, the Para Expansion Pack helps them take their place as stars.”












Aug 24, 2021
Client :
Canadian Paralympic Committee
Agency :
Executive Director, Communications & Brand :
Martin Richard
Manager Content & Digital Media :
Emily Gentes
Chief Creative Officer :
Max Geraldo
VP ACD Art Director :
Mike Schonberger
ACD Writer :
Simon Craig
SVP BBDO Brand Reputation Business Director :
Rebecca Flaman
Group Account Director :
Tania Montemarano
VP Planning :
Dan Koutoulakis
Sr Planner :
Colin Kikcio
Sr. Print Production Manager :
Rob Quan
Senior Writer :
Johan af Ström
Project Manager :
Charlotte Rivard
Senior Account Director :
Madjid Hamidi
Production Company :
Flare BBDO
VP Executive Producer :
Dave Lembke
Producer :
Janice Rebelo
Director & Photographer :
Brett Morris
Production Designer :
Alex Sayapov
PR :
Shannon Stephaniuk
PR :

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