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Lego debuted a new Pride campaign in support of the LGBTQIA+ community.

Jun 09 2022

Lego debuted a new Pride campaign in support of the LGBTQIA+ community. YPulse’s Representation in Action trend research found that 43% of Millennial parents say that it’s important for the children’s entertainment / toy industry to reflect diversity and inclusivity. To mark the beginning of Pride month, the toymaker debuted its The A-Z of Awesome project, which aims to make conversations and vocabulary about LGBTQIA+ identities more accessible. The community-centered social media project is highlighting LGBTQIA+ voices, including members from the community who were invited to share their stories through the art of building iconic colorful blocks. Each member of the community created a Lego diorama based on their personal story, like a butterfly-themed art piece for the trans community and a multi-perspective letter “Q” to honor the diversity of the queer community. The different scenes and each creator’s story will create one part of Lego’s “alphabet of identities.” According to GLSEN executive director: “All children benefit from learning about the diverse world around them, and positive representation of LGBTQ+ identities, whether in the school curriculum or in play, helps young people feel prepared to meaningfully engage in their communities.” (The DrumMashable)