Representation via commercialization?
As June again approaches, marking the month-long observance of LGBTQIA Pride, the LEGO Group announced “LEGO Everyone is Awesome”, a set said to celebrate the diversity of the company’s fans.
Via a post on the company’s website, the company stated that the buildable display model “is inspired by the iconic rainbow flag which is used as a symbol of love and acceptance by the LGBTQIA+ community, and features 11 monochrome minifigures each with its own individual hairstyle and rainbow color.”
Elaborating on this, set designer Matthew Ashton, VP for design, was quoted as saying: “I wanted to create a model that symbolizes inclusivity and celebrates everyone, no matter how they identify or who they love.
“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’.”
Of the 11 figures, one has a specific gender – i.e. the purple one, which has a beehive wig that gives a nod to the “fabulous drag queens out there,” Ashton was quoted as saying.
The 346-piece model stands 10.24cm tall and has a depth of 12.80cm (supposedly making it perfectly fit most shelves or window sills), “LEGO Everyone is Awesome” goes on sale starting June 1, again to mark (and maximize market exposure at) the start of Pride Month. The recommended retail price is $34.99.