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Sunflower lanyard-wearing characters signal a powerful step towards inclusion in toymaker’s universe
MMS Staff
11 Dec 2024
3-min read
In a significant step towards fostering inclusivity, global toymaker Lego has announced the introduction of characters wearing sunflower lanyards, a globally recognised symbol of hidden disabilities such as autism, ADHD, and chronic illnesses.
This initiative is part of Lego's broader commitment to ensuring its toy universe mirrors the diverse realities of the world.
The sunflower lanyard, developed by Hidden Disabilities Sunflower, offers a discreet way for individuals with hidden disabilities to signal that they may require extra understanding or support. Recognised in over 90 countries, the lanyard has become a beacon for inclusion and awareness, providing a simple yet powerful tool for advocacy.
Lego has been a trendsetter in creating diverse and representative characters.
Over the years, the company has introduced figures with Down Syndrome, limb differences, anxiety, and vitiligo, earning praise for its thoughtful approach to inclusivity.
The new sunflower lanyard-wearing characters span a range of age groups and products, from the preschooler-friendly Duplo sets to the intricate Icons range for adult collectors.
Lauren von Stackelberg, Lego Group's Chief Diversity and Inclusion Officer, emphasized the responsibility the brand feels in shaping young minds:
As one of the most loved toy brands, we know that our choices about which characters we make and what stories we tell about them have a big impact on how kids learn to perceive the world. We hope that modeling a world in which all kinds of people are celebrated will help us all embrace diversity, value inclusivity, and remove stigma.”
Among the upcoming sets is the Duplo First Time at the Airport, aimed at helping toddlers process their feelings about travel. The set includes a child character wearing a sunflower lanyard, alongside a suitcase and a teddy bear.
For older children, the Friends Airport Scene features Ryan, a university student wearing noise-reducing headphones and a sunflower lanyard to illustrate the sensory considerations of neurodivergent individuals.
The Icons Tudor Corner set, designed for adult collectors, integrates hidden disability representation subtly but meaningfully. It includes a neurodivergent character who keeps her sunflower lanyard by her door, a detail reflecting the everyday lives of many individuals with invisible disabilities.
Paul White, Chief Executive of Hidden Disabilities Sunflower, applauded Lego's initiative, noting:
Opting to wear the lanyard is a simple way of sharing that you have a hidden disability, letting everyone know that you might need extra help, understanding, or just more time. It’s a reminder that disability isn’t always visible — only 7% of disabled people use wheelchairs, yet many face challenges requiring support.”
Lego’s move comes at a time when awareness about hidden disabilities is growing, but societal understanding remains limited.
In the UK, for instance, one in five people live with a disability, with 80% of these being non-visible. Disabilities can range from neurological conditions like autism and ADHD to chronic illnesses such as fibromyalgia and Parkinson’s disease.
By incorporating sunflower lanyard characters into its range, Lego is challenging stereotypes and encouraging conversations about the lived experiences of those with hidden disabilities.
Research by the company highlights a generational shift: 88% of children surveyed believe in treating everyone equally, and 83% want toys that teach them about differences.
Through thoughtful representation, Lego is shaping a generation that values diversity and empathy. Its commitment extends beyond the toy box, serving as a call to action for society to recognise and embrace the nuances of disability.
As Paul White noted, creating an accepting society benefits everyone:
A more inclusive world raises the bar for everyone, enabling people with disabilities to do everything they should be able to do.”
Lego’s sunflower lanyard characters are not just toys — they’re a step toward a world where understanding, support, and acceptance are the norm.
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