As Pride month continues, Lego has launched a campaign to encourage conversation between families about sexual orientation, gender identity, and expression. The campaign, which started on June 1, will run until the end of 2022.

The name of the campaign is "AZ of Awesome". This project, which teaches and educates vocabulary from Lego pieces and aims to raise awareness of the LBGTQ+ community through play, is the continuation of the "Everybody Is Awesome" initiative, which again supported the LBGTQ+ community last year.

With rainbow-coloured and gender-neutral Lego figures, this set was produced to raise awareness and be more inclusive for the LBGTQ+ community.

The "AZ of Awesome" project was created to create a common experience. Participants can choose words that describe various identities, such as "lesbian," "trans," "queer" or "intersex," or come up with their own words. They can then create a Lego that will represent the chosen or generated word and then share it on social media. All this creative work will be featured on a dedicated website, and by the end of the year, Lego will share the entire AZ alphabet.