Lego: new Everyone is Awesome LGBT set revealed for Pride Month, release date – and where to buy it in the UK

The new rainbow themed set ‘symbolises inclusivity and celebrates everyone, no matter how they identify or who they love’

Lego is launching a rainbow-themed ‘Everyone is Awesome’ set to celebrate the LGBTQ+ community.

The 346-piece model set features 11 monochrome figures, each with their own individual hairstyle and rainbow colour. It stands 10.24cm tall, and has a depth of 12.80cm – a perfect fit for most shelves or window sills.

Matthew Ashton who designed the collection, said: “I wanted to create a model that symbolises inclusivity and celebrates everyone, no matter how they identify or who they love.”

Designer and vice president of design for Lego, Matthew Ashton, with the company's new rainbow-themed 'Everyone is Awesome' set (Photo: LEGO/PA Media)

But when will the set be available, and where will you be able to get your hands on one?

Here is everything you need to know.

How was the set designed?

Mr Ashton, who is the company’s vice president of design, said he created the set because “representation is important”.

Lego's new rainbow-themed 'Everyone is Awesome' set celebrates the LGBTQ+ community (Photo: LEGO/PA Media)

Writing on the official Lego website, he said: “I grew up in the 80s and was obviously a gay kid. There was a lot of negativity back then around being gay; it was right in the middle of the Aids crisis when I was a young teen and that was incredibly daunting and scary.

“Being quite an effeminate kid, I was constantly told by different adults around me what I should and shouldn’t play with, that I needed to behave like a ‘real boy’ and to toughen up. I was dissuaded from doing the things that came most naturally to me.”

The figures include black and brown colours to represent the broad diversity within the community, and pale blue, white and pink to “embrace and support the trans community”.

The set’s purple drag queen was a “clear nod to the fabulous side of the LGBTQIA+ community”, Mr Ashton said.

He added that coming out can be a lonely time, adding: “If I had been given this set by somebody at that point in my life, it would have been such a relief to know that somebody had my back. To know that I had somebody there to say “I love you, I believe in you. I’ll always be here for you.”

“So, in a way, this set is not just for the LGBTQIA+ community. It’s for all of the allies – parents, siblings, friends, schoolmates, colleagues – out there as well.”

How can I buy the set?

The LEGO Group said it is committed to building a diverse and inclusive workplace, partnering with Workplace Pride, Stonewall and Open for Business to help shape strategies to support employees who identify as LGBTQIA+ and allies across the company.

It also supports UK-based charity, Diversity Role Models which works to educate children about inclusivity and empathy in order to build supportive and inclusive future generations.

The set will go on sale on 1 June, coinciding with the start of Pride Month, and will be through and LEGO brand stores for a recommended retail price of £30.99.

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