BILLUND, Denmark – In a Facebook announcement and on its website Thursday, Danish toymaker Lego debuted a new set to honor and acknowledge the global LGBTQ community during Pride. The set is due to be available for purchase June 1, 2021 coinciding with the start of Pride month.

Matthew Ashton, the Vice President of Design at the LEGO Group and the Designer of the Everyone Is Awesome set explained on the company’s website his motivation for creating the LGBTQ inclusive set.

“Representation is so important. I grew up in the 80s and was obviously a gay kid. There was a lot of negativity back then around being gay; it was right in the middle of the AIDS crisis when I was a young teen and that was incredibly daunting and scary,” Ashton reflected.

“Being quite an effeminate kid, I was constantly told by different adults around me what I should and shouldn’t play with, that I needed to behave like a ‘real boy’ and to toughen up. I was dissuaded from doing the things that came most naturally to me. I think many of the adults around me were doing all of this to try to protect me from getting bullied, but I was actually fine with all the kids at school. All of that has had an impact on me in many ways; it was really exhausting and kicked my confidence,” he added.

“Coming out is the period in your life where I think you can feel the loneliest and so uncertain about what your future is going to hold once you have taken that step. I came out in my late teens. For some people, it’s easier than it used to be, but there are still a lot of struggles for people that are coming out and it’s a really scary process. You don’t know how friends and family are going to react. You’re afraid of what the consequences may be,” says Ashton.

“This is one of the sets that I am most proud of. Because of the statement that it’s making, I’m really proud that I’m working for a company that wants to have a voice on topics like this. I am really happy that it has allowed me to create something that all our LGBTQIA+ employees can be really proud of as well and can feel acknowledged by. This sends a signal to everyone that this is what we stand for at The LEGO Group and that we want to embrace all of you, because creativity is for everyone. We do truly feel that everyone is awesome. We all have the right to be accepted, to be loved and also to be creative. With this set, we hope to show that we care, no matter who you are,” he wrote.