LEGO does the rainbow and the alphabet

Toy manufacturers are increasingly thinking in rainbows, reaching younger customers in a – call it – playful way. This way the kids can get acquainted with diversity. No conversion, no indoctrination, no brainwashing: an introduction. It also makes it easier for parents to talk about such matters. As the largest player in the market, Lego sets a good example. I give them a 7½ for their efforts: they started very late with their Marketing the Rainbow (and a penalty for the 18+ blooper), but they do it in a fun, relevant and original way.

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