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Play is for everyone. That’s why the LEGO® Group is taking big steps to ensure fans and employees with non-visible disabilities feel seen, supported, and celebrated. On International Day of Persons with Disabilities, they’ve unveiled a series of long-term initiatives, because everyone deserves to belong.
A Global Partnership with Hidden Disabilities Sunflower
One in six people worldwide lives with a disability, and 80% of those are non-visible. The Hidden Disabilities Sunflower is a simple but powerful tool—a way to signal discreetly that someone might need extra time, space, or understanding. Now, the LEGO Group is teaming up with the Sunflower to raise awareness and foster acceptance across its community.
Paul White, CEO of Hidden Disabilities Sunflower, shares: “We’re thrilled to partner with the LEGO Group. This collaboration will create real impact, helping fans and colleagues feel recognized and respected.”
Sunflower Ribbons in LEGO® Sets
For the first time, LEGO® sets will include the official sunflower ribbon, making invisible disabilities visible in a way that’s fun and meaningful.
1. LEGO® DUPLO My First Airport (10443)
Age: 2+ Pieces: 23 Price: Available June 2025 Why it matters: This set helps young children explore airports and flying, featuring a child wearing a sunflower ribbon, a pilot, security checkpoint, and even a plane that fits a plush toy. It’s all about building confidence—one brick at a time.
2. LEGO® Friends Heartlake City Airport & Plane (42656)
Age: 8+ Pieces: 958 Price: €99.99 / $109 / £85 / AU$160 / 750 DKK / 1,100 SEK / 430 PLN / 520 BRL Why it matters: Meet Ryan, a college student who wears noise-canceling headphones and a sunflower ribbon. He’s one of nine characters in this bustling airport scene, showing kids that differences are normal.
3. LEGO® Icons Tudor Corner (10350)
Age: 18+ Pieces: 3,266 Price: €229.99 / $249 / £199 / AU$370 / 1,725 DKK / 2,520 SEK / 990 PLN / 1,200 BRL Why it matters: This modular building includes a neurodivergent character who keeps her sunflower ribbon by the door, ready for when she needs it. It’s a subtle but powerful nod to real life.
Jayden Sorhaindo, a 14-year-old Sunflower user with Long QT Syndrome, says: “Seeing LEGO characters wear the ribbon means so much. It teaches kids that being different is okay, and that’s a message my little sister, who’s autistic, will see too.”
His mom, Tasha, adds: “This could change how kids understand and accept each other. Schools could even use these sets to talk about inclusion.”
Customize Your Minifigure with Sunflower Designs
Starting now, all 55 LEGO Minifigure Factories worldwide will offer sunflower ribbon accessories. Fans can add a sunflower lanyard (with or without an ID card) or a sunflower T-shirt to their custom minifigures.
Martin Moxness, an autistic adult and Sunflower ambassador, reflects: “As a kid, this would’ve made me feel seen. Now, it’s a reminder that we all belong, in LEGO form and beyond.”
Supporting Employees with Non-Visible Disabilities
The LEGO Group isn’t just focusing on fans. Employees in Denmark and the UK can now wear a LEGO-branded sunflower ribbon, with training programs rolling out to help leaders better support their teams. By 2025, this will expand globally.
Lauren von Stackelberg, Chief Diversity & Inclusion Officer, explains: “Representation in the workplace builds belonging. This partnership helps us support colleagues and reflect our diverse community.”
Sensory-Inclusive LEGO Stores
By March 2025, every LEGO Store in Europe will be Sensory Inclusive certified by KultureCity. That means:
- Staff training to recognize and assist guests with sensory needs.
- Free sensory bags with noise-canceling headphones, fidget tools, and emotion cards.
- A discreet way to signal needs, like the KultureCity VIP lanyard.
This follows the 2024 certification of all US and Canadian stores, making LEGO shopping more accessible for everyone.
Why This Matters
A recent LEGO Play Well Study found that 88% of kids care about equal treatment, and 83% want toys that help them learn about people different from them. Parents agree, 8 in 10 see play as a way to celebrate differences and reduce stigma.
From sunflower ribbons in sets to sensory-friendly stores, the LEGO Group is proving that inclusion isn’t just a goal, it’s a brick-by-brick reality.
Because when play is built for fans, it’s built for everyone.
