LEGO is celebrating diversity by revealing a new product that features 11 monochrome minifigures arranged as a Pride flag. 40516 Everyone Is Awesome was designed by LEGO’s Vice President of Design Matthew Ashton and draws its name from the catchy tune in The LEGO Movie. Ashton says, “I wanted to create a model that symbolises inclusivity and celebrates everyone, no matter how they identify or who they love.” The company plans to for the set to be available in time for Pride Month in June. With 346 pieces and 11 minifigures, the set will be available June 1 for US $34.99 | CAN $44.99 | UK £30.
40516 Everyone Is Awesome | 346 pieces | US $34.99 | CAN $44.49 | UK £30
The set’s 11 minifigures are completely monochrome, including many hairpieces available in new colors. Together, they create the colors of the Progress Pride Flag, which is an inclusive design that combines stripes representing the traditional rainbow flag, the transgender flag, and communities of color.
Designer Matthew Ashton, who is also the VP of Design at LEGO, says, “I am fortunate to be a part of a proud, supportive and passionate community of colleagues and fans. We share love for creativity and self-expression through LEGO bricks and this set is a way to show my gratitude for all the love and inspiration that is constantly shared.”
The company has created a new page about their LGBTQIA+ community, which can be found at www.LEGO.com/EveryoneisAwesome.
Matthew Ashton, Vice President, Design, The LEGO Company
LEGO has also created a poster featuring the monochrome minifigures and the set’s logo. There’s no word yet if the poster will be available in a printed format, or if it will be digital only. In the meantime, you can download an A3-sized printable PDF version of the LEGO Everyone Is Awesome poster here if you want to print your own.
Everyone is Awesome LEGO® set celebrates fans’ diversity
Billund, May 20th 2021: The LEGO Group today announces LEGO® Everyone is Awesome a set designed to celebrate the diversity of our fans and the world around us. The buildable display model is inspired by the iconic rainbow flag which is used as a symbol of love and acceptance by the LGBTQIA+ community and features 11 monochrome minifigures each with its own individual hairstyle and rainbow colour.
Set designer Matthew Ashton, Vice President, Design said: “I wanted to create a model that symbolises inclusivity and celebrates everyone, no matter how they identify or who they love.
“Everyone is unique, and with a little more love, acceptance and understanding in the world, we can all feel more free to be our true AWESOME selves! This model shows that we care, and that we truly believe ‘Everyone is awesome’!”
The 346 piece stands 10.24cm tall and has a depth of 12.80cm – a perfect fit for most shelves or window sills. It goes on sale on June 1, to mark start of Pride Month, and will be available through LEGO.com and LEGO branded stores, with a recommended retail price of 34,99 EUR/USD.
Matthew said that the set was also a celebration of the LGBTQIA+ community within the LEGO Group and amongst the brand’s adult fans.
“I am fortunate to be a part of a proud, supportive and passionate community of colleagues and fans. We share love for creativity and self-expression through LEGO bricks and this set is a way to show my gratitude for all the love and inspiration that is constantly shared.”
The LEGO Group is committed to building a diverse and inclusive workplace. It partners with Workplace Pride, Stonewall and Open for Business to help shape strategies to support employees who identify as LGBTQIA+ and allies across the company. It also supports UK-based charity, Diversity Role Models which works to educate children about inclusivity and empathy in order to build supportive and inclusive future generations.
For information about our LGBTQIA+ community visit www.LEGO.com/EveryoneisAwesome.