LEGO is celebrating Pride Month with a creative project.
The LEGO Group announced the launch of its “A-Z of Awesome,” an ongoing campaign that uses LEGO builds to celebrate inclusivity and embrace self-expression in the LGBTQIA+ community. In “A-Z of Awesome,” each letter of the alphabet will be designed in LEGO bricks by a member of the LGTBQIA+ community, including LEGO fans, members of the community, and LEGO employees. The campaign plans to run into 2023.
The A-Z campaign aims to help families use play to have open conversations about their identities. Launching in tandem with Pride Month, the alphabet-inspired name encourages others to build understanding and acceptance of the LGBTQIA+ community and the different abbreviations used.
“The wonderful thing about LEGO bricks is that they can be a powerful form of self-expression as you can build anything you can imagine,” says Alero Akuya, vice president of brand development at the LEGO Group. “We also know people love talking about what they build, so we thought it would be a great medium for sparking important and sometimes difficult conversations about identity.”
In addition to the “A-Z of Awesome,” LEGO plans to donate $1 million to existing and new partner organizations in support of the LGBTQIA+ community and will participate in Pride events throughout the month.
