Toy market news

LEGO launches ‘A-Z of Awesome’ campaign for Pride Month

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.

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.