The Lego Group has unveiled “Everyone is Awesome,” its first LGBTQ-themed set, ahead of its launch during Pride Month.
The set, which hits the Lego online store June 1, includes 11 monochrome figures, each with its own hairstyle and rainbow color, according to a Wednesday statement.
The colors in the set are inspired by the rainbow flag, according to the statement.
The set also includes black and brown colors “to represent the broad diversity of everyone within the LGBTQIA+ community,” as well as pale blue, white and pink representing the transgender community, and a purple drag queen figure, according to a description of the set from designer Matthew Ashton.
Ashton, vice president of design for the Lego Group, said in a statement he wanted to create a model that symbolized inclusivity and celebrated everyone, “no matter how they identify or who they love.”
“The starting point for this was my feeling that we, as a society, could be doing more to show support for each other and appreciate our differences,” he wrote in a description of the set. “Being LGBTQIA+ myself, I knew I needed to step up to the plate and make a real statement about love and inclusivity.”
Joshua Gray, a 21-year-old from St. Louis, said Legos have had a “significant’ role in his life. When he first heard about the new set, Gray, who is bisexual, said he felt immediate joy.
“This set means a lot to me because it’s a company I’ve grown up with for over 18 years acknowledging their LGBTQ+ audience not just from a simple tweet or message, but an actual product,” he said.
“I hope that this set can be used as a gift for queer relatives and friends to spread love and acceptance,” he added.
Ashton said growing up as a gay teen in the 1980s was “incredibly daunting and scary” because of rampant homophobia at the time. As a child, he said he was constantly told what toys he should play with or how to behave.
“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…it allows everybody to see that things do get better over time and there is a place for everybody,” he added.
Ashton wrote that if he had been given a set like this while growing up, “it would have been such a relief to know that somebody had my back. To know that I had somebody there to say ‘I love you, I believe in you. I’ll always be here for you.'”
During his two decades at Lego, Ashton has developed multiple sets and was involved in executive production of “The Lego Movie.”
“I was one of the lucky ones who was able to come out and had people there to support me,” he wrote. “But there are so many that face so much discrimination, hate or violence. With this set I just want to make sure that we’re showing a bit of love and support to everybody who needs it.”