LEGO has long been committed to creating a world where everyone, regardless of background, age, gender or ability, can feel represented and included. The brand recognizes the huge impact it has on children, young people and adults, as well as the potential of building blocks to promote values such as equality, acceptance and respect. Let’s see how LEGO uses its products and initiatives to support diversity and inclusion.
1. Creating inclusive sets with diverse characters
LEGO is constantly evolving its sets to reflect the diversity of the world. In recent years, the brand has introduced a number of sets that feature characters with different skin colors, nationalities and abilities. For example, the LEGO City line features figures with different skin tones, allowing children to build more diverse communities.
LEGO has also introduced minifigures representing people with disabilities, such as a figure in a wheelchair that appeared in the LEGO City series. Such characters allow children with disabilities to better identify with the characters and teach other children to respect and understand people who are different from them in terms of physical or health.
2. Celebrating cultural diversity
LEGO often refers to different cultures and traditions in its products, which helps children learn about the world and build openness to other cultures. An example is the LEGO Architecture series, which presents iconic buildings from different countries, such as the Eiffel Tower, the White House, the Great Wall of China or Japanese temples. Thanks to this, children can discover cultural diversity and learn to respect traditions from different corners of the world.
LEGO also supports cultural diversity by introducing themed sets that celebrate important holidays and events from different cultures. Examples include the Lunar New Year set, which introduces children to the Chinese New Year celebrations, and a series inspired by the Japanese festival Setsubun.
3. LGBTQ+ inclusion and promotion of equality
LEGO is also committed to promoting equality and support for the LGBTQ+ community. In 2021, the company released a special set called “Everyone is Awesome,” consisting of 11 characters in different rainbow colors, symbolizing support for LGBTQ+ people and promoting the idea of diversity. This set, designed by a LEGO employee, was a milestone in expressing support for equality and acceptance.
LEGO also supports social initiatives and organizations that fight for human rights and promote inclusion. Through various campaigns and educational activities, the brand strives to build a world in which everyone, regardless of sexual orientation or gender identity, feels accepted and respected.
4. Social campaigns and cooperation with organizations
LEGO regularly engages in social campaigns and collaborates with organizations that promote equality, diversity and inclusion. The brand has collaborated with The LEGO Foundation, among others, to support educational initiatives and provide access to learning through play for children around the world, regardless of their social or economic background.
LEGO is also involved in activities to support refugee children, children in difficult social situations and those who have limited access to education. Through various programs and initiatives, LEGO provides educational kits, organizes workshops and supports programs that help children acquire skills through play and build self-confidence.
5. Using media to promote inclusion
LEGO also actively promotes diversity and inclusion through its films, games and series. Productions such as LEGO Ninjago and LEGO Friends feature characters of different skin colors, nationalities and personalities, which allows children to see how diversity enriches the group of heroes. In The LEGO Movie and LEGO Batman, characters learn that everyone has value and that differences can be a strength, not a hindrance.
In addition, LEGO uses its social media platforms to promote values related to equality and inclusion, inspiring fans to embrace diversity and respect each other. Campaigns and posts on Instagram, Facebook and YouTube allow the brand to reach a wide audience with a message supporting diversity.
6. LEGO Education and accessibility for different groups
LEGO has a long-standing commitment to education, with LEGO Education kits supporting learning in schools and helping children develop key skills. These kits are designed to be accessible to a wide range of children, including those with special educational needs. For example, LEGO Coding Express kits help children develop coding skills at a young age, giving them equal opportunities for the future.
In addition, LEGO strives to make its products suitable for different skill levels. Bricks are available for a wide age range, and different sets are designed for children with different skill levels and learning needs, making learning through play more accessible to everyone.
7. Combating gender stereotypes
LEGO consistently strives to eliminate gender stereotypes in its products and advertising. The brand strives to design sets that encourage both boys and girls to explore different interests, whether it’s automotive, science or animal care. LEGO promotes the idea that children can play with anything, regardless of gender, and that every child has the right to pursue their passions.
An example is the LEGO Friends line, which was initially aimed mainly at girls but now includes a variety of themes that can interest any child. LEGO also introduces female characters in professions stereotypically attributed to men, such as engineers, astronauts and pilots, which helps to break stereotypes and promote equality.
8. Engagement in anti-discrimination education
LEGO is also involved in promoting anti-discrimination education through educational programs and social campaigns. The brand collaborates with organizations that teach children about values such as tolerance, empathy and acceptance. LEGO focuses on education based on cooperation and mutual respect, which supports the development of positive social attitudes from an early age.
LEGO introduces educational materials to help teachers deliver lessons on diversity and inclusion, and hosts workshops to teach children that everyone has a place and value in society.
Summary
LEGO consistently strives to build a world where diversity is valued and everyone feels included and represented. By creating inclusive sets, promoting the values of equality and respect, supporting the LGBTQ+ community, fighting gender stereotypes and engaging in education and social campaigns, LEGO shows that it is a socially engaged and responsible brand.
With its approach, LEGO inspires children to accept diversity and build a better, more open world where everyone can feel like themselves.
