To show their solidarity and support with the LGBTQ+ community this Pride month, Lego has gone above and beyond with a truly beautiful product launch.
Pride - it's the most fabulous time of the year.
June has, for years now, been the month of Pride.
People across the globe use this month to celebrate the impact that the LGBTQ+ community has had on the world.
Pride is the month wherein people really celebrate being themselves.
via: GettyPeople from all walks of life, who have faced prejudice at home and in their day-to-day lives, join in with the month-long celebration.
Though Pride hasn't always been so positive...
Pride month was initially created to commemorate the Stonewall riots, which saw members of New York's gay community protest and fight for their rights.
At that time, Americans were living under an anti-gay legal system.
On the morning of June 28, 1969, police raided the Stonewall Inn, which catered for LGBTQ+ and other minority groups at the time.
This protest would eventually lead to gay liberation.
The modern fight for LGBTQ+ rights in the US began with this riot.
Within 6 months, 2 gay activist organizations were formed in New York and, within just a few years, gay rights organizations were founded across the US and the rest of the world.
For the last fifty years, the full month of June has always been dedicated to celebrating this liberation...
via: GettyAnd every year, we see huge parties and parades from all over the world.
Today, the LGBTQ+ community is more liberated than ever before...
But recently, Pride celebrations have been a little different.
As a result of the ongoing coronavirus pandemic, many of the Pride celebrations have been put on hold over the past 2 Pride months.
via: GettyBecause large crowds are still prohibited from gathering in most major countries across the world, the usual Pride parades and parties have been heavily impacted.
People have had to celebrate behind closed doors...
via: GettyAnd, as a result, many have been thinking of other ways to celebrate and show their solidarity with the movement.
With Pride parades canceled - or at least much smaller than usual...
There have been other ways to celebrate.
With many companies focusing on Pride-themed products and money-raising initiatives.
Skittles hit headlines earlier this month for an unusual Pride product.
By removing all the colors from their iconic rainbow sweets...
Because "Only one rainbow matters this Pride."
Now, Lego has gotten on board.
The makers of the iconic building blocks are the latest company to honor their LGBTQ+ fanbase.
They've launched a limited-edition Pride set.
And many Lego fans are feeling emotional...
Referencing the ever-popular Lego movies, it's called the "Everyone Is Awesome" set.
It was originally designed by Matthew Ashton, who created a one-off set for himself.
"Growing up as an LGBTQ+ kid – being told what I should play with, how I should walk, how I should talk, what I should wear – the message I always got was that somehow I was 'wrong,'" he explained.
"Trying to be someone I wasn't was exhausting. I wish, as a kid, I had looked at the world and thought, 'This is going to be OK, there's a place for me.' I wish I'd seen an inclusive statement that said 'everyone is awesome.'"
"I wanted to make the space feel like home with something that reflected me and the LGBTQIA+ community I'm so proud to be a part of."
And when his higher-ups heard, they decided to mass-produce the set in honor of Pride.
Other Lego employees have spoken out about the company's inclusive nature.
"I've been at Lego for six years and I've never hesitated to be myself here, which isn't the case everywhere," Jane Burkitt, a fellow LGBTQ+ employee at Lego, told The Guardian.
"When I joined Lego, I hoped it would be an inclusive place – but I didn't know."
"People like me wonder, 'Will I be welcome here?' And the answer is yes – but this set means that, now, everyone knows it."