Every June the LGBTQ community celebrates Pride Month, acknowledging their lifestyle with parades and parties. In past years many large corporations have used this month as a marketing tool to promote themselves as inclusive in hopes of attracting new and old customers. However, recently it has been taken a step further as multiple childrens’ brands have clearly been using their symbol, the rainbow flag in their efforts to sell new products.
In May, the children’s toy brand Lego came out with a rainbow building block set. It could have been a coincidence until the brand announced on social media that they will be supporting LGBTQ charities with the launch.
Disney also appears to be hopping on this trend, as they announced the start of a “rainbow collection” which includes T-shirts, hats, face masks, and even a stuffed Mickey Mouse wearing rainbow shorts. Disney characters from Pixar, Marvel, and Star Wars are also seen sporting rainbow apparel. As with Lego, Disney is donating proceeds from this collection to LGBTQ charities.
This follows after the popular British children’s television show “Teletubbies” released a line of 90’s style streetwear that portray two main messages; “Big Hug, Big Love” and “Teletubbies Love Pride”.
Popular foods that already happen to be of rainbow colors are participating as well. Skittles candies came out with a limited edition “pride pack” that features an all-grey package and all grey candies, with a slogan that says “Only one rainbow matters during Pride”. Kellogg’s cereal has also released a new slogan for their fruit loops cereal, saying “Boxes are for cereal, not for people”. They collaborated with LGBT advocacy group GLAAD to release a “Together with Pride” theme.