LEGO Promotes Pride Month Content on Social Media and Website

The Denmark-based toy company posted an Instagram slideshow on or around July 1, 2026, showing minifigures recounting coming-out experiences, including one attending a Pride parade and another depicting a male character proposing to his boyfriend. The post carried the caption: “Pride moments built, brick by brick.

” The company also ran a Pride Month activity on its website beginning June 1 that invited users to build rainbow-themed creations. Parents and social media users criticized the posts and called for a boycott, stating the material introduced adult themes to a brand primarily marketed to children.

2021 the company released a set titled “Everyone Is Awesome,” featuring 11 faceless minifigures in Progress Pride flag colors and labeled for ages 18 and older. The set’s designer said the product was created with children in mind and reflected his own experience coming out as a teenager.

The company markets most of its products to children, though it also produces sets aimed at adults. Many young consumers follow the brand on social media.