Yehey for representation; or commercializing Pride?
It’s June again, and businesses are marking Pride month by stamping the rainbow in products being sold. Case in point: LEGO, the giant toy maker, announced its latest project, The A-Z of Awesome, which the company is said to hope to “make conversations and vocabulary about LGBTQIA identities more accessible.”
Last year, the company released its first LGBTQIA-themed set, called “Everyone is Awesome”. It included various monochrome figures in the colors of the Pride flag.
This time, the A-Z of Awesome invited LGBTQIA community members to share their stories through the art of building with the iconic colorful blocks.
To celebrate Pride Month we invited people from the LGBTQIA+ community to build the “A-Z of Awesome” – a colourful alphabet of identities and definitions made from LEGO bricks 🌈 #AtoZofAwesome pic.twitter.com/MYBSeVn8ZM
— LEGO (@LEGO_Group) June 1, 2022
The hope is for LEGO fans to, yes, buy LEGO, and then add onto the already-released initial efforts by creating their own letter-based LEGO builds, thereby joining in building a queer-helmed “alphabet”.
ALL IMAGES FROM LEGO.COM