News

Meet Lego's newest figure - the stay-at-home dad

One month after the news Lego is to release a wheelchair-using minifigure the toy company has revealed its newest figurine - a stay-at-home dad.

Unveiled at the New York Toy Fair, the new addition is meant to reflect the two million US dads who don't work outside the house.

Speaking to Fortune, Torp Laursen, Lego Systems president, said: "We need to stay in tune with the world around us.

"We aren't responding to demand from anyone. We are trying to portray the world around us and listen to our consumer base."

Lego isn't the only toy company evolving its range to feature more diverse characters, in January Matell changed the face of Barbie for the first time since 1959 revealing new body shapes and skin tones as part of #TheDollEvolves initiative.

Get the Newsletter

Keep up to date with the latest news and insights.

Subscribe

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian