Everyone is Awesome, says Lego in rainbow tribute to Pride Month
Everyone is Awesome set by Lego features 11 differently coloured minifigures and a rainbow flag, and honours the LGBTQIA+ community and Pride Month
![Rainbow coloured Lego figures against a rainbow Lego background](https://cdn.mos.cms.futurecdn.net/5E4dZvQiA9oDBeDKJsWbW5-415-80.jpg)
Lego has encouraged creativity and self-expression in generations of children as a toy with limitless combinations, that lets you build, configure and reconfigure the world any way you want it. Now, the iconic brand is celebrating inclusivity and diversity with a new collection. Kickstarting pride month, on 1 June 2021, the Everyone is Awesome set will launch, offering a buildable display model inspired by the rainbow flag. The set also includes 11 differently coloured minifigures, each with their own individual hairstyle (naturally).
‘It’s the first time we’re launching a product that celebrates diversity in our fan base,’ says set designer Matthew Ashton, vice president of design. ‘We’ve included the whole spectrum of rainbow colours and the LGBTQIA+ flag. We’ve purposely designed the minifigures to be very simple and eye-catching, and hopefully something people will be very proud to display in their homes.’
Consistent with the brand values of fun, creativity, learning and imagination, the Everyone is Awesome collection invites everyone to put their own spin on a classic design.
‘With the colours, we represented the flag, which is a symbol of love and inclusivity. We also wanted to make sure we represented the breadth of the community as well. When we created the line-up of characters we tried not to gender them. It’s up to the builder what gender they see each of the characters,’ Ashton says.
‘Before we [decided to release it], it’s something I built for my desk at work – just a little personal thing I wanted to display. When the topic came up of launching something for the LGBTQIA+ community, I said, “I’ve actually got something here ready to go.”’
He adds: ‘I’m so proud to work for a community that wants to make a statement like this. In the past few years there’s been a lot of struggles in the world and I think that’s made us reflect as individuals. We could all be doing a bit more to show empathy, love and acceptance of other people and that’s what we want to do with this set.’
INFORMATION
Wallpaper* Newsletter + Free Download
For a free digital copy of August Wallpaper*, celebrating Creative America, sign up today to receive our daily digest of inspiration, escapism and design stories
Hannah Silver is the Art, Culture, Watches & Jewellery Editor of Wallpaper*. Since joining in 2019, she has overseen offbeat design trends and in-depth profiles, and written extensively across the worlds of culture and luxury. She enjoys meeting artists and designers, viewing exhibitions and conducting interviews on her frequent travels.
-
Phaidon’s new Graphic Classics is a lavish greatest hits of graphic design
Graphic Classics is a compendium of seven centuries of visual culture, from the everyday and ephemeral to visionary works that reshaped our world
By Jonathan Bell Published
-
Birley Chocolate hits the sweet ’n’ chic spot in London’s Chelsea
The new Birley Chocolate shop, a sibling to Birley Bakery, is a confection of colour as delicious as its finely crafted goods
By Melina Keays Published
-
Feel at home at Auberge, Château La Coste's new inn for culture lovers
Auberge La Coste sits at the heart of the art-filled estate, minutes away from the joyful town of Aix-en-Provence
By Harriet Thorpe Published
-
Lego's iconic 1970s mini-figure gets a new wooden look
Lego's classic plastic person has been recreated in wood and upscaled 5:1
By Elly Parsons Last updated
-
Outside the blocks: Lego thinks differently to inspire creativity
By Elly Parsons Last updated
-
Nendo’s first graphic picture book depicts how design ideas are born
By Nurit Chinn Last updated