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One sunflower at a time: LEGO builds belonging as DEI faces pushback

On today’s International Day of Persons with Disabilities, LEGO is turning the spotlight on fans and coworkers with non-visible disabilities. That category makes up 80% of the 1-in-6 people globally who live with a disability, and it’s why LEGO is partnering with Hidden Disabilities Sunflower.

Debuting 3 December 2024, three Sunflower-lanyard-themed sets — DUPLO First Time at the Airport (toddlers), Friends Heartlake City Airport (kids) and Icons Tudor Corner (adults) — celebrate inclusivity. 🌻 Why a sunflower? The symbol discreetly signals that someone has a non-visible condition and may need extra time, understanding or space while navigating public spaces. Fans can also customize minifigures featuring the Sunflower symbol at all 55 Minifigure Factories worldwide.

📊 2024 LEGO research across 36 markets revealed nearly 8-in-10 parents believe today’s children care more about diversity and inclusion than their own generation did — and they wish they had better tools to talk about the subject. Kids agree: 88% prioritize equal treatment, while 83% want toys that teach about differences.

🧱 LEGO’s commitment goes beyond bricks. By March 2025, all European stores will be certified sensory-inclusive, expanding on KultureCity certifications in North America. Internally, free branded lanyards and training ensure LEGO employees also feel supported.

💡 The Danish toy brand’s embrace of diversity contrasts sharply with brands like Walmart and Microsoft scaling back their DEI efforts. In 2025, will you stand by your commitments to fair treatment and full participation? How will you build communities where everyone belongs?

🤖 Pro tip: Try our Innovations Expert for a tailored selection from the 31,000+ innovations we’ve featured. Experiment with prompts like ‘the best 2024 innovations to improve the lives of people living with disabilities’ and ask follow-up questions, too.