You didn’t return any results. Please clear your filters.
How LEGO supported the LGBTQIA+ community by releasing a new play set
LEGO, the toy manufacturer, demonstrated its long-standing commitment to diversity and inclusion by releasing its rainbow-coloured “Everyone is Awesome” set celebrating the LGBTQIA+ community.
LEGO’s mission is to inspire and develop the builders of tomorrow through the power of play today and the brand encourages children and fans to build anything they can imagine.
The brand strives to consider diversity from all angles – gender, ethnicity, background – and reflect the diverse and global marketplace it operates in.
Drawing inspiration from the Pride Flag, LEGO released its “Everyone is Awesome” LEGO set to celebrate the creativity of its LGBTQIA+ fans and their allies.
LEGO used its global brand platform and channels to show the LGBTQIA+ community that it valued and supported them.
The campaign was developed in-house and rolled out organically across LEGO’s own channels, including social media and LEGO’s stores and website.
Making an impact
The set’s launch generated coverage in lifestyle, national, LGBTQIA+, business, and Adult Fans of LEGO media, as well as across digital, print, radio and broadcast.
The “Everyone is Awesome” set received a huge positive response from the LGBTQIA+ community, with some members of the community even sharing how they had used the set to come out to their friends and family.