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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.

Gillian West

Gillian West manages the Creative Works section of The Drum covering weekly round-ups, Ad of the Day, Creative Work of the Week and Creative Work of the Month.

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