— LEGO (@LEGO_Group) May 20, 2021
“We’re super excited to reveal our new set – LEGO Everyone is Awesome! Because we celebrate every LEGO builder #LEGO #EveryoneIsAwesome,” the Lego Twitter account announced in a tweet yesterday, which included rainbow colored figures.
Matthew Ashton, Vice President of Design at the LEGO Group, wrote a lengthy statement explaining why he designed the play set, stating that there needs to be more LGBTQ representation for children.
“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. 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,” he wrote.
“So, I think by taking small steps and having products like “Everyone is Awesome” out there and people representing the LGBTQIA+ community, it allows everybody to see that things do get better over time and there is a place for everybody. That’s what’s been so important to me in getting this set out with a message that we can be really proud of.”
Ashton explained that they added black and brown to represent those races, purple for drag queens, as well as the trans flag colors.
“We’ve made sure to include black and brown colors to represent the broad diversity of everyone within the LGBTQIA+ community. We’ve also added in the pale blue, white and pink to support and embrace the trans community as well. I purposely put the purple drag queen in as a clear nod to the fabulous side of the LGBTQIA+ community. I hope it’s a joy to build and a joy to look at, and hopefully it will bring a lot of joy to people’s lives,” Ashton wrote.
Some on social media wondered why LEGO was marketing the set to children, but rating the display kit for “18 or older“.
Is there a particular reason this set is labeled as 18+? Pretty sure there’s no “mature content” in the pride theme set pic.twitter.com/jBOaEIxfII
— Shabby (@ShabbyxTweets) May 20, 2021
It says 18+ on the box.
— Justin (@DJ_Moseley) May 21, 2021
No they don’t pic.twitter.com/gdsaYMFeND
— Chris Braly (@chrisbraly) May 21, 2021