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LEGO hopes to help boost LGBTQIA awareness with new Pride campaign

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.”

IMAGE SOURCE: LEGO.COM

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.

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

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