June is Pride Month, a time during which the world shows support for the LGBTQIA+ community.

For years, the toy industry has taken part in the celebration in various ways, from limited edition product drops that benefit LGBTQIA+ charities to social messages of support and allyship. This year is no exception, with toy and game makers choosing to share the rainbow in their own way.

Radio Flyer HQ in Chicago | Source: Radio Flyer

In Chicago, Radio Flyer‘s headquarters is once again lit up with a rainbow light show as a backdrop behind the world’s largest little red wagon. Meanwhile, Super7 took to social media to offer its own statement of support.

“No racism. No sexism. No homophobia. This is what Super7 has always practiced and believed since our birth as a company in San Francisco in 2001. Compassion and diversity are important to Super7 and influence what we do and what we make as a company. #Super7 #Pride 🖤🤎❤️🧡💛💚💙💜”

— Super7

Both Hasbro and Mattel are offering collections of apparel and accessories inspired by the likes of Furby, My Little Pony, Transformers, and Monster High while Wizards of the Coast unleashed a limited range of products inspired by Dungeons & Dragons and Magic: The Gathering.

“Kidrobot has always been on the front lines for progress, pop art, and LOOOVVVEE!! When the rest were not embracing diversity, culture, or ‘risky’ projects, Kidrobot welcomed them in. Kidrobot is PROUD to support the LGBTQ community by getting behind projects that make us PROUD!

— Kidrobot

Funko, Loungefly, Kidrobot, and Neopets have also joined the party with an assortment of products while TeeTurtle introduced a Transgender Pride Frog Tote Bag Plush.

Continuing its tradition, Disney is offering perhaps the largest Pride collection of all, with plush, action figures, apparel, accessories, and more, spanning its Disney, Marvel, Star Wars, and The Muppets franchises.

For a deeper look at many of these 2023 Pride offerings, visit our sister publication, The Pop Insider.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

archivearrow-chevron-downarrow-chevron-left-greyarrow-chevron-leftarrow-chevron-rightarrow-fatarrow-left-blackarrow-left-whitearrow-right-blackarrow-rightarrow-roundedbookscalendarcaret-downclose-whiteclosedocumenteditorial-archiveeyefacebook-squarefacebookfilesgifthamburgerheadinghearthomeinstagram-squareinstagramlatestlinkedin-squarelinkedinmailmedia-inquiresmessagenewsopen-boxpagination-leftpagination-rightpauseplayprintproduct-archiverecent-productssearchsharesort-filterspotifysunteamtiktoktime_purpletimetrendingtvtwitter-squaretwitteryoutube