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Lego announces 1st rainbow set ahead of LGBTQ Pride month

This is the first time in 72 years where the beloved toy company is releasing an official LGBTQ Pride set.
Lego announced they are releasing a special set, called "Everyone is Awesome," that celebrates the diversity of their fans.
Lego announced they are releasing a special set, called "Everyone is Awesome," that celebrates the diversity of their fans.Lego
/ Source: TODAY
By Alexander Kacala

Lego is kicking off LGBTQ Pride month, which is celebrated every June, a little early this year and we're totally here for it. The beloved toy company announced they're releasing a special set, called "Everyone is Awesome," that celebrates the diversity of their fans.

This is the first time in Lego's 72-year history where they are releasing an official LGBTQ Pride set.

“I wanted to create a model that symbolizes inclusivity and celebrates everyone, no matter how they identify or who they love," Matthew Ashton, vice president of design, said in a press release.

“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!'”

Matthew Ashton holds the "Everyone is Awesome" Lego set.
Matthew Ashton holds the "Everyone is Awesome" Lego set.Lego

According to the company, the buildable model is inspired by the Pride flag and features 11 monochrome mini-figures, each with their own fabulous flare, unique hairstyle and rainbow color.

The colors include the classic rainbow seen on the Pride flag designed by Gilbert Baker in 1978. In addition, the "Everyone is Awesome" set also includes the transgender pride flag colors of pink, baby blue and white, as well as black and brown stripes that were added to the Pride flag flown in Philadelphia back in 2017.

Social media erupted with joy for the product, despite past criticism claiming LGBTQ Pride merchandise had become an overly commercialized space.

"You know what. I like this one," wrote one person.

According to Lego, the buildable model is inspired by the pride flag and features 11 monochrome mini-figures, each with their own fabulous flare, unique hairstyle and rainbow color.
According to Lego, the buildable model is inspired by the pride flag and features 11 monochrome mini-figures, each with their own fabulous flare, unique hairstyle and rainbow color. Lego

"It's intersectional, multiracial, and fun. This is something I'd get. Hell, I probably will get it," they continued, adding, "Just a really sweet little thing. I dunno, this might be my bias for Lego group's product talking but this seems like some of the best pride products I've seen."

The model includes 346 pieces and goes on sale June 1 to mark the start of LGBTQ Pride month. It retails for $34.99.

“I am fortunate to be a part of a proud, supportive and passionate community of colleagues and fans," Ashton said of the LGBTQ diversity within Lego and its legions of supporters. "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.”

Alexander Kacala

Alexander Kacala is a reporter and editor at TODAY Digital and NBC OUT. He loves writing about pop culture, trending topics, LGBTQ issues, style and all things drag. His favorite celebrity profiles include Cher — who said their interview was one of the most interesting of her career — as well as Kylie Minogue, Candice Bergen, Patti Smith and RuPaul. He is based in New York City and his favorite film is “Pretty Woman.”