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Marketing with Pride

What’s in this article:

  • Just in time for Pride Month, LEGO announced that it will be launching LEGO® Everyone is Awesome
  • The set is designed to “celebrate the diversity of our fans and the world around us,” as the Company puts it

As summer approaches, a lot of rainbow-colored items appear for sale. Now Lego adds its own entry to the celebration of Pride Month.

The LEGO® Everyone is Awesome set will be available for purchase for $34.99 on June 1, the beginning of Pride Month. The set features “11 monochrome minifigures each with its own individual hairstyle and rainbow colour.”

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The rainbow references the symbol of the LGBTQIA+ community, and the 346-piece set is intended to construct a display conveniently sized to fit on shelves or window sills as pictured above.

This particular product is primarily aimed at the adult market, one that LEGO has been successfully winning over for some years now. (See Building Mindfulness: Lego’s Marketing Play to Adults)

Set designer Matthew Ashton, Vice President, Design said the ensign was meant to be an inclusive celebration of individuality: “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’!”

You can hear him talk about it in this video:

Indeed, an excellent way to promote diversity and inclusion (D&I) by the world-famous children’s brand that everyone knows and loves! To get more details on the designer’s motivation, you can click on Why I designed “Everyone is Awesome” by Matthew Ashton.

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