#ToyLikeMe celebrates win for inclusion as LEGO Dimensions features wheelchair using characters

It arrives less than a year after LEGO issued the world’s first wheelchair mini-figure at the 2016 Nuremberg toy Fair in response to pressure from the parent-led group #ToyLikeMe.
Author:
Publish date:
Social count:
0
0 0legowheel.png

The #ToyLikeMe campaign is celebrating another win for toy box inclusion as LEGO introduces its first wheelchair using character to LEGO Dimensions.

Billed as the latest step forward for inclusivity across the toy industry, the move has seen LEGO include several wheelchair users as background characters in the new LEGO Dimensions title Fantastic Beasts and Where to Find Them.

It arrives less than a year after LEGO issued the world’s first wheelchair mini-figure at the 2016 Nuremberg toy Fair in response to pressure from the parent-led group #ToyLikeMe.

The campaign’s founder, Rebecca Atkinson has labelled the inclusion as a ‘significant move from LEGO.’

“While the wheelchair user is only on screen for a matter of seconds, it’s a significant move by LEGO to be more inclusive,” she said.

“We commend LEGO for making the character a positive self-propelling wheelchair-using city gent, rather than pandering to the usual snoring, boring medical or evil baddie disability stereotypes.

“This kind of incidental representation from a brand as big as LEGO speaks volumes about inclusion and aspiration for all children.”

Atkinson and fellow parents established the online #ToyLikeMe movement in April 2015 to call on the global toy industry to positively represent 150 million disabled children worldwide.

“We hope this is just the start,” continued Atkinson. “And that LEGO will be braver next time and include more disabled characters to help change the attitudes of a generation.”

Related

Featured Jobs

Gameplan Job Logo 620 x 349

Sales Director UK

Our client is a well established privately owned UK toy manufacturer which has won numerous awards for outstandingly innovative toys, gifts and gadgets. A correspondingly outstanding and talented UK Sales Director is to be recruited who has the potential, the will, the drive and the ambition to advance to a higher position within a few years.

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.

Melissa and Doug Job Logo 620 x 349

Operations Planner

Imagine working for a company with a mission you can truly believe in, a playful and energetic culture, a talented team and a bright future! Melissa & Doug, the toy company committed to nurturing childhood wonder, is looking for an Operations Planner to coordinate the demand planning and supply between European markets and the US.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.