How LEGO supported the LGBTQIA+ community by releasing a new play set | WARC | The Feed

How LEGO supported the LGBTQIA+ community by releasing a new play set

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.