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How LEGO supported the LGBTQIA+ community by releasing a new play set | WARC | The Feed
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How LEGO supported the LGBTQIA+ community by releasing a new play set
LGBTQIA+
LEGO, the toy manufacturer, demonstrated its long-standing commitment to diversity and inclusion by releasing its rainbow-coloured “Everyone is Awesome” set celebrating the LGBTQIA+ community.
Campaign background
- LEGO’s mission is to inspire and develop the builders of tomorrow through the power of play today and the brand encourages children and fans to build anything they can imagine.
- The brand strives to consider diversity from all angles – gender, ethnicity, background – and reflect the diverse and global marketplace it operates in.
The strategy
- Drawing inspiration from the Pride Flag, LEGO released its “Everyone is Awesome” LEGO set to celebrate the creativity of its LGBTQIA+ fans and their allies.
- LEGO used its global brand platform and channels to show the LGBTQIA+ community that it valued and supported them.
- The campaign was developed in-house and rolled out organically across LEGO’s own channels, including social media and LEGO’s stores and website.
Making an impact
- The set’s launch generated coverage in lifestyle, national, LGBTQIA+, business, and Adult Fans of LEGO media, as well as across digital, print, radio and broadcast.
- The “Everyone is Awesome” set received a huge positive response from the LGBTQIA+ community, with some members of the community even sharing how they had used the set to come out to their friends and family.
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