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 LGBT 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.”
LEGO goes all out for lgbtq pride
— Libs of TikTok (@libsoftiktok) July 1, 2026
This is a toy brand for children!!
They just posted this video promoting gay marriage and marching in Pride parades.
THIS is what they’re pushing on kids.
Absolutely disgusting! @LEGO_Group
Parents, BEWARE! pic.twitter.com/TzqIN7V7eM
The accompanying slideshow featured LEGO minifigures recounting coming-out experiences, including one character
