Lego Debuts Rainbow Set for Pride Month

by Kilian Melloy

EDGE Staff Reporter

Sunday May 23, 2021
Originally published on May 21, 2021

Lego is entering the Pride Month marketplace with a new rainbow-themed, diversity-celebrating set that incorporates all the colors of the rainbow flag, USA Today reports.

Named "Everyone Is Awesome" (a riff on "The Lego Movie" song "Everything Is Awesome"), the 346-piece set includes 11 Pride-themed colors, including all six hues of the classic rainbow flag, plus additional colors that more recent flags have incorporated: Black and brown (to represent LGBTQ people of color), as well as pink, pale blue, and white (which represent the transgender community).

In addition to the classic snap-together blocks, 11 minifigures resembling tiny people complete the set. There's one minifigure for each color, and they all have distinctive hairstyles. As Lego's Vice President of Design Matthew Ashton explained in a video included with the company's news release, the minifigures are designed to be fairly gender-neutral but the release also specifies that the purple minifigure is a drag queen.

Ashton — who created the set, and who has described himself as being a member of the LGBTQ community — said he "wanted to create a model that symbolizes inclusivity and celebrates everyone, no matter how they identify or who they love."

Ashton noted in the promotional video that the set marks "the first time we're launching a product that really celebrates diversity in our fan base and the LGBTQIA+ community."

"Being LGBTQIA+ myself, I knew I needed to step up to the plate and make a real statement about love and inclusivity, and generally spread some Lego love to everybody who needs it," Ashton added.

The set will debut, simultaneously, in a number of countries, on June 1, as per CNET, which noted: "The set will cost $34.99 in the US, £30.99 in the UK and AU, $59.99 in Australia."

Lego joins other high-profile global brands that are celebrating Pride Month.

General Mills has partnered with teen recording artist Jojo Siwa to produce a Pride-themed breakfast cereal, while Target is offering a line of rainbow-colored household items and products emblazoned with supportive messages. Disney recently announced its own Pride-themed Rainbow Collection for 2021, and Apple also introduced its new rainbow flag-colored watch face for its Apple Watch in tandem with two new Pride Edition Apple Watch bands.

Even children's show icons, the Teletubbies, have introduced a vintage line of streetwear that echoes the 1990s and celebrates the LGBTQ community.

Kilian Melloy serves as EDGE Media Network's Associate Arts Editor and Staff Contributor. His professional memberships include the National Lesbian & Gay Journalists Association, the Boston Online Film Critics Association, The Gay and Lesbian Entertainment Critics Association, and the Boston Theater Critics Association's Elliot Norton Awards Committee.