LEGO releases first LGBTQ Pride set because “everyone is awesome”

The "Everyone is Awesome" LEGO set
The "Everyone is Awesome" LEGO set Photo: LEGO promo image

Lego has announced its first-ever rainbow set, just in time for Pride month.

The Danish toymaker announced a new set called “Everyone is Awesome,” which will feature 11 monochromatic, non-gendered figurines that come together to form a rainbow with black and brown stripes and the transgender flag colors.

Related: LEGO is hosting the world’s smallest Pride parade to celebrate Stonewall’s 50th anniversary

“I wanted to create a model that symbolizes inclusivity and celebrates everyone, no matter how they identify or who they love,” said LEGO set designer Matthew Ashton.

He said that he designed the set a while back just to display on his desk at work, and when the company had the idea to do a Pride set he presented it.

The people in the set don’t come with faces or clothes painted on them and they aren’t being assigned genders by the company. Instead, they are supposed to “express individuality, while remaining ambiguous,” and they have different hairstyles and come in different colors even though they are otherwise the same.

Except for the purple one. Ashton told The Guardian that she is supposed to be “a clear nod to all the fabulous drag queens out there.”

The figures stand on a rainbow platform that forms an arch.

“Growing up as an LGBTQ+ kid – being told what I should play with, how I should walk, how I should talk, what I should wear – the message I always got was that somehow I was ‘wrong,’” he said. “Trying to be someone I wasn’t was exhausting. I wish, as a kid, I had looked at the world and thought: ‘This is going to be OK, there’s a place for me.’ I wish I’d seen an inclusive statement that said, ‘Everyone is awesome.’”

The set will only be available through LEGO’s website and their stores starting on June 1 for $34.99.

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