Lego: New toy represents Paralympians and individuals with disabilities

TORONTO (Aug. 23, 2021) — Tokyo 2020 marks the first Canadian prime time broadcast of the Paralympic Games, and the Canadian Paralympic Committee (CPC) is marking the occasion by taking inclusivity to a whole new arena.

While one of the world’s most beloved building toys has included figures representing emergency service workers, astronauts and even popular science fiction characters, it has never truly reflected the parasport community. Until now.

To continue its tireless efforts around championing inclusivity, the CPC has launched the “ParaExpansion Pack”. This new toy prototype features 11 custom minifigure pieces representing individuals with disabilities, and nine custom pieces representing Paralympic sport, including a short arm, prosthetic legs, running blades, a basketball wheelchair and more. Each piece is designed to seamlessly complement existing sets.

3D model files have also been made available on the website for people to 3D print the pieces themselves.

The CPC hopes the world’s leading makers of building toys will take notice and consider incorporating some of the new pieces into future sets, making them more representative of the population as a whole.

“For us, inclusion has always been fundamental,” says the CPC’s Executive Director of Communication and Brand, Martin Richard. “The Expansion Pack helps broaden the awareness of that inclusivity and celebrate Paralympic athletes.”

Developed by the CPC’s agency partner BBDO Canada, the “Para Expansion Pack” is an extension of the organization’s new advertising campaign “We’re Here”, featuring Paralympians like wheelchair basketball star Patrick Anderson, para swimmer Katarina Roxon and para ice hockey team captain Tyler McGregor.

“It’s about giving these competitors their due, not just as athletes but as icons of popular culture,” said BBDO’s Chief Creative Officer Max Geraldo. “In its own small way, the Para Expansion Pack helps them take their place as stars.”

Campaign: Para Expansion Pack

Client: Canadian Paralympic Committee
Martin Richard: Executive Director, Communications & Brand
Emily Gentes: Manager, Content & Digital Media

Agency: BBDO Canada
Chief Creative Officer: Max Geraldo
VP ACD, Art Director: Mike Schonberger
ACD, Writer: Simon Craig
SVP, BBDO Brand Reputation, Business Director: Rebecca Flaman
Group Account Director: Tania Montemarano
VP, Planning: Dan Koutoulakis
Sr Planner: Colin Kikcio
Sr. Print Production Manager: Rob Quan

Agency: BBDO Montreal
Senior Writer: Johan af Ström
Project Manager: Charlotte Rivard
Senior Account Director: Madjid Hamidi

Production Company: Flare BBDO Toronto
VP, Executive Producer: Dave Lembke
Producer: Janice Rebelo
Director & Photographer: Brett Morris
Production Designer: Alex Sayapov

PR: Shannon Stephaniuk, Glossy