Post by Deleted on Feb 26, 2016 6:34:18 GMT 7
Lego is moving with the times, creating a new figurine of a stay-at-home dad.
The hipster father figurine, who is pushing a baby in a pram, is dressed in jeans (possibly skinny ones) and a red check shirt, and sports a beard and mop-top haircut.
"We need to stay in tune with the world around us," Soren Torp Laursen, president of Lego Systems, told Fortune magazine. "We aren't responding to demand from anyone. We are trying to portray the world around us and listen to our consumer base." The number of fathers who are at home with their children has nearly doubled since 1989, according to Pew Research Centre data. The figures are paired with one of a mother wearing a work outfit. The baby even gets some milk - though the drink is in a normal baby bottle rather than something more hip like a jam jar.
One dad on Twitter welcomed Lego's recognition of stay-at-home fathers. "How cool is this working mom/at-home dad Lego figure set?! Thanks @lego_Group for the love," wrote Idaho Dad.
The toy is part of the Lego City line, which is set to be released this summer. The company has been looking to represent a broad range of society with its toys. Last month, the Danish company unveiled its first wheelchair-using mini-figure - a young man who uses a wheelchair and is accompanied by an assistance dog. Lego has faced criticism of gender stereotyping in the past, specifically with its Lego Friends range in 2011. Centred around a group of six female friends, the sets featured a vet, an icecream van, a pool party and a fashion design studio.
While the company targets girls specifically with some its products, Mr Laursen told Fortune that many of its toys appeal to boys and girls.
www.essentialkids.com.au/entertainment/toys-products/lego-creates-stayathome-hipster-dad-figurine-20160224-gn21uo#ixzz41E3slpKf
The hipster father figurine, who is pushing a baby in a pram, is dressed in jeans (possibly skinny ones) and a red check shirt, and sports a beard and mop-top haircut.
"We need to stay in tune with the world around us," Soren Torp Laursen, president of Lego Systems, told Fortune magazine. "We aren't responding to demand from anyone. We are trying to portray the world around us and listen to our consumer base." The number of fathers who are at home with their children has nearly doubled since 1989, according to Pew Research Centre data. The figures are paired with one of a mother wearing a work outfit. The baby even gets some milk - though the drink is in a normal baby bottle rather than something more hip like a jam jar.
One dad on Twitter welcomed Lego's recognition of stay-at-home fathers. "How cool is this working mom/at-home dad Lego figure set?! Thanks @lego_Group for the love," wrote Idaho Dad.
The toy is part of the Lego City line, which is set to be released this summer. The company has been looking to represent a broad range of society with its toys. Last month, the Danish company unveiled its first wheelchair-using mini-figure - a young man who uses a wheelchair and is accompanied by an assistance dog. Lego has faced criticism of gender stereotyping in the past, specifically with its Lego Friends range in 2011. Centred around a group of six female friends, the sets featured a vet, an icecream van, a pool party and a fashion design studio.
While the company targets girls specifically with some its products, Mr Laursen told Fortune that many of its toys appeal to boys and girls.
www.essentialkids.com.au/entertainment/toys-products/lego-creates-stayathome-hipster-dad-figurine-20160224-gn21uo#ixzz41E3slpKf
