The toy company LEGO is facing criticism for promoting Pride-themed content, primarily on social media and its website. Critics argue that the brand, which largely markets to children, is introducing LGBTQ+ themes to its young consumers. A recent Instagram post celebrating Pride Month featured LEGO minifigures sharing coming-out stories, including depictions of Pride parades and same-sex relationships. This content led to accusations of sexualizing childhood and "grooming." Some users called for a boycott of LEGO products in response to these posts. In 2021, LEGO released an "Everyone Is Awesome" set for ages 18 and up, featuring minifigures in Progress Pride flag colors. The set's designer stated it was created with children in mind, reflecting his own coming-out experience and aiming to offer support. LEGO also promoted a Pride Month activity on its website, encouraging users to create Pride-themed LEGO builds. The company stated the activity celebrated what makes individuals "awesome." The ongoing debate highlights concerns from some parents about companies targeting children with adult themes.