LEGO rolls out its first-ever LGBTQ-inspired set just in time for Pride Month — and folks let LEGO have it

LEGO has rolled out an LGBTQ-inspired set titled “Everyone is Awesome” just in time for Pride Month.

And it’s the company’s first-ever official LGBTQ Pride set, NBC News said.

What are the details?

The company said in a news release that the 11 monochrome minifigures — each with its own individual hairstyle and rainbow color — along with the rainbow stand and background are “designed to celebrate the diversity of our fans and the world around us.”

Set designer Matthew Ashton, who’s also LEGO’s vice president of design, said he “wanted to create a model that symbolizes 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’!”

LEGO said the set goes on sale June 1 “to mark the start of Pride Month.” The set costs $34.99.

Ashton added that “Everyone is Awesome” is also a celebration of the LGBTQ community within the LEGO Group and among the brand’s adult fans.

“I am fortunate to be a part of a proud, supportive, and passionate community of colleagues and fans,” he 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.”

What did observers have to say?

As you might imagine, not everyone was thrilled with LEGO’s “Everyone is Awesome” roll out — and aired their sentiments on Twitter:

  • “This is so stupid. Just stupid and pandering,” one user declared. “If you wanna help LGBTQ people, create a legal fund and raise money to help trans people who are being attacked and killed at an unacceptable rate. A rainbow lego set? GTFOH.”
  • “I don’t understand why kids need to be exposed to this and know about it at a young age,” one commenter said.
  • “Absolute rubbish,” another user exclaimed, adding that “very soon it’ll be illegal to be straight.”
  • “Grooming,” another commenter observed.
  • “Please stop pushing this agenda,” another user pleaded. “It’s getting ridiculous what you guys are trying to shove down people’s throats.”
  • “No more LEGO products,” another commenter concluded. “Add it to the woke list.”


LEGO Designer Interview | LEGO Everyone is Awesome (Matthew Ashton)

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