LEGO is facing criticism after posting a Pride-themed cartoon on Instagram near the end of June, drawing backlash from some parents and commentators who said the toy company was promoting adult political and cultural messages to children.
The short animated video, shared on LEGO’s main Instagram account and in its Instagram stories, featured three LEGO-style characters discussing personal experiences connected to LGBTQ identity, Pride events, romantic relationships, and marriage.
In the first segment, a male LEGO character described attending a Pride parade for the first time after moving to another country. He said the experience stood out as an important moment in his own self-discovery.
“One of the most amazing moments for me in my journey of self-discovery was the first time that I attended a Pride parade after moving to a new country,” the character said.
This has got to be the weirdest timeline to live in….
Iran is dropping propaganda AI Lego videos of Trump pic.twitter.com/ybSeDIrPKj
— 🪶Native Patriot 🇺🇸 (@LaNativePatriot) April 9, 2026
He described the day as sunny and welcoming, saying he felt surrounded by people who made him comfortable being himself. He added that he felt a strong sense of pride in being part of the LGBTQIA community.
The second segment featured a female LEGO character describing how a close friendship with another woman eventually became romantic. She said the relationship grew naturally and unexpectedly.
“Somehow this best friendship grew into this romantic kind of love right before my very eyes,” she said. “I realized I found my person and she happens to have shown up in the form of a woman.”
The final story focused on a male character who described proposing to his boyfriend during a visit to Kew Gardens in London. He said the proposal happened in the Japanese landscape garden after he asked his boyfriend to pose for a photo.
“But when he turned around, I proposed,” the character said.
The post quickly drew criticism from those who believe a children’s toy company should stay away from Pride messaging and other socially charged topics. Critics argued that LEGO, which has long marketed itself as a family-friendly brand centered on creativity and play, should not be using its platform to promote messages about sexuality, dating, or marriage to a young audience.
We’re super excited to reveal our new set – LEGO Everyone is Awesome! Because we celebrate every LEGO builder ❤️🌈 #LEGO #EveryoneIsAwesome pic.twitter.com/J7KSz3zWik
— LEGO (@LEGO_Group) May 20, 2021
This is not the first time LEGO has attracted controversy over LGBTQ-themed products or messaging. In 2021, the company released its “Everyone Is Awesome” set, a rainbow-colored display meant to signal support for LGBTQ acceptance. The set was praised by some customers but criticized by others who saw it as another example of major corporations inserting themselves into divisive cultural debates.
Even at the time, some activists said the set did not go far enough and urged LEGO to pair the product with donations or direct support for LGBTQ organizations.
The company has also been mentioned recently in connection with AI-generated LEGO-style videos used by pro-Iranian activists. Although those videos were not official LEGO productions, critics have noted that the company did not appear to issue a strong public rebuke or distance itself from the use of its visual style in that context.
By July 5, backlash over LEGO’s Pride cartoon was still spreading online.
LEGO goes all out for lgbtq pride
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
— Libs of TikTok (@libsoftiktok) July 1, 2026
One critic accused the company of pushing “Pride parades, gay marriage, and rainbow ideology straight at children,” arguing that the campaign was not simply about inclusion but about exposing children to adult themes.
