How long before people get angry about coloured bits of plastic?

Lego is creating the first every LGBTQIA+ set, called Everyone Is Awesome.

The new creation features the iconic tiny figures in bright rainbow colours, displayed in an arch. There are 11 brand new minifigures, and it’s the first time there has been an LGBT set of toys.

These are some seriously bright Lego figures. The colours were picked to mimic the original rainbow flag. alongside pale blue, white and pink representing the trans community.

There’s also black and brown minifigures to acknowledge the diversity of skin tones within the LGBTQIA+ community.

New Design

The minifigures are all no specific gender, apart from one. They are meant to “express individuality, while remaining ambiguous”.

However, one of the new Lego figures is purple, with a highly stylised beehive wig.

It’s “a clear nod to all the fabulous drag queens out there”, according to designer, Matthew Ashton.

He originally created the set for his own desk.

“I’d moved offices, so wanted to make the space feel like home with something that reflected me and the LGBTQIA+ community I’m so proud to be a part of,” Ashton said.

Colleagues soon noticed it, loved it and wanted their own.

“Other members of Lego’s LGBTQ+ community came by to tell me they loved it,” Ashton said. “So I thought, ‘maybe it’s something we should share’.”


Ashton also said he wanted to support more inclusivity.

“Growing up as an LGBTQ+ kid – being told what I should play with, how I should walk, how I should talk, what I should wear – the message I always got was that somehow I was ‘wrong’,” he said.

“Trying to be someone I wasn’t was exhausting. I wish, as a kid, I had looked at the world and thought: ‘This is going to be OK, there’s a place for me’. I wish I’d seen an inclusive statement that said ‘everyone is awesome’.”

Ashton says he loves working for an outspoken company.

He’s not the only one, Jane Burkitt, a fellow LGBTQIA+ employee at Lego agreed.


“I’ve been at Lego for six years and I’ve never hesitated to be myself here, which isn’t the case everywhere,” Burkitt said.

“When I joined Lego, I hoped it would be an inclusive place – but I didn’t know. People like me wonder, ‘will I be welcome here?’ And the answer is yes – but this set means that, now, everyone knows it.”

The set goes on sale on 1 June to mark the start of Pride month.

However, a few Afols (adult fans of Lego) and Gayfols have a preview.

Flynn DeMarco is a member of the LGBTQIA+ Afol community: “This set means a lot. Often LGBTQ+ people don’t feel seen, especially by corporations. There’s a lot of lip service and not a lot of action. So this feels like a big statement.”

Previous Sets

There have been some subtle nods to the LGBTQIA+ community in the past.

These included a tiny rainbow flag in a build of Trafalgar Square, plus bride and groom BrickHeadz were sold separately.

The idea was that fans could put two women or two men together.

“This is much more overt,” said DeMarco. “People look to a company such as Lego – a company they love and enjoy – and think, ‘Hey if it’s OK for Lego, maybe it’s OK for me, too.’”

“For Lego to do something so inclusive, so full of joy – it made me smile, then cry, then smile a little more.”

Will you be buying a set?

Image via Alamy.