Lego Group announces new initiatives to support consumers with non-visible disabilities
The LEGO Group has announced a series of initiatives to support consumers and collectors with disabilities.
Through a partnership with Hidden Disabilities Sunflower, The Lego Group will introduce three sets featuring characters wearing sunflower lanyards next year.
Introduced in 2016, the sunflower lanyard is an international symbol of hidden disabilities. The globally recognised symbol of the sunflower allows individuals to discreetly share that they have a non-visible condition which may require extra support, time, space or understanding whilst going about their day
Developed with input from experts and individuals with lived experience, the three new sets – Lego Icons, Lego friends and Lego Duplo – will feature the official sunflower lanyard, promoting awareness and inclusion across different age groups and themes, all of which will be available next year online and in stores.
Lego Duplo First Time at the Airport is designed to help toddlers navigate the airport experience. The set features a child with a sunflower lanyard; the minifigure comes with a suitcase and a teddy bear. The set includes a movable airplane, security desk, and pilot minifigure.
A similarly themed set, Lego Friends Heartlake City Airport and Airplane, for ages eight and up, features a university student with noise-reducing headphones and a sunflower lanyard. The set includes eight other minifigures, a dog, an airplane, an airport, a taxi, and a luggage cart.
For builders ages 18 and up, the Lego Icons Tudor Corner is a 3,266-piece that features a female minifigure with a sunflower lanyard. The character lives in the Old Guarded Inn, which includes a haberdashery shop and a watchmakers’ studio. Her apartment has a dedicated spot for her lanyard near the entrance.
While they wait for the sets, Lego fans can customize minifigures with the sunflower symbol at all 55 Minifigure Factories worldwide and online at lego.com.
The partnership marks another milestone in the Lego Group’s ongoing journey towards building more inclusive play opportunities. Recent research by the brand revealed that nearly eight in 10 parents say children today care more about diversity and inclusion than their generation did, and wish they felt better equipped to talk about it through playful approaches. Children agree, saying they care about everyone being treated equally (88%) and want to play with toys that teach differences (83%).
Paul White, CEO at Hidden Disabilities Sunflower comments: “Across the globe, one in every six people lives with some form of disability and 80 per cent of them have a disability that is non-visible. HD Sunflower is excited to partner with the Lego Group on raising awareness and acceptance across their fan and colleague base and can’t wait to see the impact that this will create.”
In addition, Lego employees in the UK with non-visible disabilities, conditions and sensory needs can pick up a Lego branded sunflower lanyard free of charge, while bespoke training aimed at equipping people leaders to better support teams will also be rolled out. Additionally, training and online courses will be available to any employee interested in learning more about the sunflower lanyard and how to show support.
Speaking on this new partnership, Lauren von Stackelberg, Chief Diversity & Inclusion Officer VP at the Lego Group said: ”Workplace representation is critical to embed across your business as it reflects our consumers and communities, fosters belonging, and enables everyone to thrive.
“Our partnership with Hidden Disabilities Sunflower is a key step in supporting colleagues with non-apparent disabilities, conditions, and needs. By embedding diversity and inclusion in everything we do, we make Lego play and experiences more accessible and positively impact the lives of our colleagues, consumers, and communities.”
In August 2023, Lego Group has announced that Lego Braille Bricks were available to purchase for the first time through its website.
