Written by Kenna Rose
Last March, we published an article about how American Girl went woke, pushing gender ideology and the LGBTQ agenda through their dolls and books. Sadly, American Girl isn’t the only generationally beloved toy company to have embraced the way of the world. The latest toy company to have gone full woke is Lego, and as in the case of American Girl, this isn’t a sudden switch.
In 2021, Lego released a set called, “Everyone Is Awesome.” Inspired by the LGBTQ flag, it was released in honor of pride month. (See the featured picture below.)
In 2022 they launched a campaign entitled “The A-Z of Awesome,” with the tagline stating, “This is the A-Z of Awesome, a colorful alphabet of identities built from LEGO bricks, created by our incredible LGBTQIA+ fans!”
This seems to have flown mostly under the radar until Lego posted it to their Instagram page about a week ago, sparking frustration in parents who don’t want their children exposed to the pervasion of the LGBTQ agenda.
For the campaign, Lego invited people who identify as LGBTQ+ (including a man pretending to be a woman) to build something related to a letter in the alphabet that they felt represented them and their “identity.” Among others, you will find “C for Coming Out,” “I for Intersex,” “L for Lesbian,” “N for Non-Binary,” and “Q for Queer” (see photos).
Lego also said they would be donating to “LGBTQIA+ charity partners” as part of the campaign.
It’s incredibly sad when yet another company – especially one that has touched so many childhoods – falls prey to the religion of the world. In Matthew 12:30, Jesus said, “Whoever is not with me is against me, and whoever does not gather with me scatters.” Even though a secular company may appear to uphold Christian values for a time, the company is against Christ and will eventually show it. Lego is following the world because it doesn’t have eyes to see what God’s law says.
“They are darkened in their understanding, alienated from the life of God because of the ignorance that is in them, due to their hardness of heart. They have become callous and have given themselves up to sensuality, greedy to practice every kind of impurity.” (Ephesians 4:18-19)
In short, Christians shouldn’t be surprised when a secular company goes the way of the world.
What makes Lego’s story more tragic is that Ole Kirk Kristiansen, Lego’s founder, was a Christian (and by some accounts a very devout one, praying with his employees before work and holding company-wide Bible studies). Even though the current owner of Lego is Ole Kirk Kristiansen’s grandson, the company didn’t retain its Christian heritage, evidence that it doesn’t take much for a family, organization, or country to lose faith. Parents must make a point of training their children up in the Lord, encouraging them in faith, and teaching them Christ. In a sin-dominated world, parents aren’t the only ones seeking to train their children.
Every time a secular company goes woke, it should serve as both a warning and a reminder. Christian, this world needs Jesus so desperately. We are going to stick out more and more as aliens in this world while companies that seemed trustworthy capitulate to godless ideologies. By God’s grace, let’s use our non-conformity to shine the light of the gospel of Jesus Christ into this present darkness with the hope and prayer that hearts turn back to Him.