LEGO revealed it must ‘stay in tune with the world’ by releasing toys that represent society.

LEGO unveils new stay-at-home dad figure

LEGO has started to represent a broad range of society with its toys, and now the company has unveiled its new stay-at-home dad figure.

Dressed in jeans and a red checked shirt, the figure sports a beard and comes with a pram and baby bottle.

The toy is part of an upcoming LEGO City set to be released in the summer, and can be paired with a new figure of a mother wearing a smart work outfit.

In an interview, Soren Torp Laursen, president of LEGO Systems, told Fortune magazine: “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."

The new toy follows the release of LEGO’s wheelchair-using figure, which has been praised by the #ToyLikeMe campaign that aims to positively represent disabled children in toys.

So far the new stay-at-home dad figure has also proved popular with dads, with Twitter user, Chris Bernholdt, tweeting: “The @LEGO_Group making me proud to be a #LegoDad by releasing. a SAHD minifig complete w/ working mom #dad2summit.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

Check Also

Miko welcomes Michael Beckett to licensing director role as it eyes accelerated global growth

Miko, a global name in consumer robotics, is positioning itself for growth in the global …