BILLUND, Denmark (PNN) - July 6, 2026 - The Denmark-based toy company LEGO is facing criticism after promoting Pride-themed content on social media and its website. Parents accused the company of introducing homosexual and deviant transgender themes to a brand primarily marketed to children.
Although LEGO produces some building sets for adults, the company markets most of its products to children. Many young consumers follow the brand on social media.
In a recent Instagram post, LEGO celebrated Pride Month with the caption, “Pride moments built, brick by brick. Swipe to see more of our LEGO colleagues’ stories.”
The accompanying slideshow featured LEGO minifigures recounting homosexual and deviant transgender experiences, including one character attending a Pride parade and another depicting a male character proposing to his boyfriend.
Parents and social media users criticized the post, with many calling for a boycott of the company.
“LEGO is now openly pushing Pride parades, (homosexual) marriage, and (deviant transgender) ideology straight at children,” one commenter wrote on X. “This isn’t ‘inclusion.’ It’s sexualizing childhood and grooming the next generation with adult themes.”
The commenter added, “Parents are waking up. Boycott time. Companies that target kids with this stuff deserve to lose customers… keep this garbage away from our children.”
In 2021, LEGO released a set titled, “Everyone is Awesome,” featuring 11 faceless minifigures displayed in the colors of the Progress Pride flag. The company labeled the set for ages 18 and older.
According to the information provided, the set’s designer, Matthew Ashton, said it was created with children in mind and reflected his own experience of homosexuality and deviant transgenderism as a teenager.
“Children are our role models and they welcome everyone, no matter their background. Something we should all be aspiring to,” Ashton said, disregarding that our children should be taught to distinguish between right and wrong and not blindly accept whatever deviant ideology pedophiles promote.