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LEGO Embraces Drag Queen Marketing

Danish toymaker partners with activist group that targets children.

The LEGO Group recently released the “Everyone is Awesome” set, a display model inspired by the “Progressive Pride” flag. The set features LEGO monochrome minifigures assembled on a LEGO flag.

According to the set’s designer, none of the figures in the set is explicitly gendered except for a purple-clad drag queen figurine. The set is the first produced by the corporation explicitly promoting the LGBT movement, although the LEGO Trafalgar Square set included a Pride flag, and LEGO has sold bride and groom “BrickHeadz” figures separately to avoid heteronormativity, according to The Guardian. Mary Rice Hasson, a scholar at the Ethics and Public Policy Center, told the Washington Free Beacon that the shift toward promoting liberal social values to children is the result of decades of campaigning by special interests.

“It was [activists’] strategic move towards institutional capture by appointing themselves as social justice arbiters, setting an ideological bar for ‘equality’ in the workplace,” Hasson said.

LEGO did not return a request for comment.