Lego launches wheelchair figure in response to #ToyLikeMe campaign

The toymaker took note of the consumers’ changing cultural perceptions by unveiling a figure with a disability. Social media strongly supported the offering.

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Lego will offer the first wheelchair version of its iconic minifigures.

The move comes after a petition received more than 20,000 signatures. The UK-based campaign reflects an increase in consumer demand for more inclusive toys. The wheelchair figure was first seen at the Nuremberg and London toy fairs in late January.

After Lego’s announcement, #ToyLikeMe equality campaign organizer Rebecca Atkinson thanked supporters on the petition’s website:

We’ve got genuine tears of joy right now … LEGO have just rocked our brick built world! After nearly a year of hard work and lobbying from #ToyLikeMe and you guys, Lego have listened to this little ol’ toy box revolution and included a wheelchair user with an assistance dog in their new Fun in the Park set unveiled at London Toy Fair this week.

The Guardian reported that Lego resisted Atkinson’s request when the petition launched roughly one year ago.

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