LGBTQ … Lego Gay Bricks Trend Queered
On June 1, at the start of Pride Month, the Lego Group will launch its first LGBTQ-themed set, Everyone is awesome, which will feature 11 monochrome characters, each with their own hairstyle and color.
The set includes black and brown as well as the colors of the rainbow flag, to represent all members of the LGBTQIA + community, as well as light blue, white and pink for the transgender community. And there is a purple drag queen.
Designer Matthew Ashton, who grew up LGBTQ +, initially created the set for his own office, but the company says it garnered a lot of attention and was in demand quickly.
They see it as an attempt to go beyond the minimal LGBT representation already present in Lego sets – a tiny rainbow flag in a construction of Trafalgar Square and a BrickHeadz Bride and Groom, sold separately so fans can bring two together. women or two men.
But where does this fit in with the familiar and popular Lego ranges? Its price will be seen as a pocket money toy, not a mega-box build, but will it actually appeal to kids spending their own money? Will it fit the City sets or will it be more of a fantastic range? Are LGBT adults going to want them, or is this yet another effort to bend children’s minds?
Lego’s 2020/21 annual product review announced its intention to try to build a better world for future generations.
It offers sustainability initiatives, play-based learning, and workplace inclusiveness measures, all of which help achieve the kind of progressive new image that big companies are trying to project. But while Lego is by far the most popular toy brand in the world, and as such can exert massive influence, it only takes a quick glance at its product reviews to see that vigilance doesn’t. plays no role.
Amazon’s best-selling Lego lines for 2020 confirm its kid-friendly appeal, including the Mighty Dinosaurs, City Police Mobile Command, Zombie Cave, and Duplo Steam Train. Mega-box builds for older kids are all James Bond, the Batmobile, and Star Wars.
To this day, all of the specific figures included in the sets are gender and ethnicity specific, traditionally heteronormative, while still allowing for non-stereotypical social roles such as female police officers. Domestic scenes feature mothers with babies and bottles, while beach scenes feature lifeguards and cuteness in bikinis. How many established LUGs (Lego User Groups) will be triggered by this new inclusive set?
If adult Lego fans (Afols) are fond of gay-themed constructions, they are perfectly free to create their own, and do so. Among its many active Afols, Facebook now lists “Gayfols” to connect with the LGBT community.
At one of the many hundreds of Brickfairs that take place each year, the first Gayfols Gathering took place in Chicago in 2019 and was offered dedicated display space for its wide range of MOC (“ My Own Creation ” designed by individual Lego fans, compared to official Lego sets).
These included winning submissions such as Divine, a Drag Queen with a Gun, a Lunar Pride Parade, a White House Rainbow, and a series called “ Out of My Head, ” dealing with mental health issues and featuring the remarkable “ UR Perf * ”. ct ‘creation. So no particular need for awakened bricks there.
In any case, the percentage of Lego sold to adult users for their own constructions is just under five percent of total sales. Adults who buy Lego for their children and grandchildren know all too well that kids crave the awesome Lego Movie genre, rather than a drag queen in purple wigs.
Maybe just for once, Lego has lost sight of its main target market and risks damaging the brand. Could it be a case of Lego that woke up and, with this lineup, broke?