'Ex-Trans' Anti-LGBTQ+ Activist Attacks Lego over 'Transgender Building Sets'

First, they came for Bud Light with calls for a boycott and displays of gunplay; then they came for Target with threats of violence against store employees; and now they're coming for your Legos.

There's an effort underway to put pressure on Lego for supposedly selling "transgender" building sets of its popular snap-together blocks. The claims come from an "ex-trans" anti-LGTBQ+ activist.

This latest salvo in a right-wing campaign to make LGBTQ+ people and Pride month "toxic" to corporate America by ginning up boycotts was launched by a British influencer named Oli London, who, LGBTQ Nation reported, "is a white, ex-trans person who had 18 surgeries to turn into a 'Korean girl' before deciding to once again live as a British man."

That wasn't the whole of it.

"He then became a far-right activist campaigning against trans rights," the article said. "In his book, 'Gender Madness,' he blamed his de-transition on the gender-affirming care 'industry.'"

London took aim at the globally popular Danish toy brand because of a Lego ad campaign from 2022 called "A to Z of Awesome," which featured "an exhibition of queer-inclusive LEGO creations constructed by LGBTQ+ people," LGBTQ Nation noted.

"The company invited LGBTQ+ families to explore an exhibition of the builds, and the ad shows those families and their children enjoying the rainbow-colored creations and playing with LEGO blocks."

The family-friendly ad followed up on a Lego's "Everyone is Awesome" marketing campaign from 2021, which included a diversity-themed set of 346 blocks in a rainbow of Pride-themed colors.

But London had an even more imaginative interpretation of the company's cheerful marketing effort. "LEGO wants your children to become TRANS!" the "ex-trans" activist huffed in a May 28 tweet.

Then, diving from Toyland into "X Files" territory, London added a wild claim that Lego "wants to subconsciously influence your children with gender ideology each time they play with the building sets."

Later that day, London followed up with a post that cried out, "LEGO Goes WOKE!"

Perhaps still not clued in to the years-old nature of the company's Pride-themed marketing, London declared that Lego had "launched a new LGBTQIA+ campaign featuring transgender activists including Hope 'A black, queer woman who loves LEGO bricks.'"

Missing the point of such inclusive marketing – the capitalist imperative to expand one's brand and sell to any and all, with marketing designed to appeal to a variety of demographics – London fell back on the anti-LGBTQ+ right's favorite recent talking points, adding, "Do you think it's okay for Lego to push gender ideology on young children?"

The company handled this latest spasm of conspiratorial fabulism with poise, telling LGBTQ Nation that the "information on Twitter is false. We have not released any LGBTQIA+ sets aimed at children.

"A-Z of Awesome was a marketing campaign released last year that featured sets built by our amazing adult fans," the company added through a spokesperson. "None of these sets are for sale."