Lego announces new characters to represent hidden disabilities
The world’s biggest toymaker has partnered with Hidden Disabilities Sunflower to introduce several new characters who wear sunflower lanyards into its brick universe.
Lego was established in Denmark in 1932 and over the past 92 years the toymaker continues to outshine themselves as they come up with new ideas to inject magic into families homes. Over recent years Lego have embarked on a mission to make their toys more inclusive and introduced characters of different skin tones and cultures as well as physical disabilities into their brick universe, however their latest project might be their best yet.
Image: ‘Ryan’ from the Friends playset scene wearing noise cancelling headphones. Credit: Lego.
The toymaker have joined forces with Hidden Disabilities Sunflower, an organisation that is recognised in more than 90 countries which is behind the symbol that provides a discreet way of letting others know that you have a hidden disability.
Lego have made mini figures that are wearing a sunflower lanyard to raise awareness for those that live with a hidden disability such as ADHD, autism and mental health.
They are available for all ages. The Friends playset, which is aimed at older children, is comprised of an airport scene and features Ryan, a university student wearing noise cancelling headphones and a sunflower lanyard.
Meanwhile, the Duplo First Time at the Airport set has been designed for toddlers and it includes a child wearing a lanyard caring a suitcase and a teddy.
Arguably, these characters and scenes couldn’t have come at a better time. To give some context, consumer research by Lego shows about eight in 10 parents said modern children cared more about diversity and inclusion than their generation; 88% of children said they cared about ‘everyone being treated equally’ and 83% said they wanted to play with ‘toys that teach differences’.
Likewise, for ‘kidults’, Icons Tudor Corner has been made and it details a street scene featuring a pub, shop and apartment. The characters are comprised of a neurodivergent female whose lanyard is placed by her front door, ready to grab on her way out.
Lauren von Stackelberg, the Lego Group chief diversity and inclusion officer, said: ‘As one of the most loved toy brands, we know that our choices about which characters we make and what stories we tell about them have a big impact on how kids learn to perceive the world.
‘We hope that modelling a world in which all kinds of people are celebrated will help us all embrace diversity, value inclusivity and remove stigma.’
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