LEGO launches new hipster stay-at-home dad figure

lego dad

(From Daily Mail) Lego has produced a stay-at-home hipster Dad as part of a new line of figurines, it has emerged.

The Danish toy giant unveiled a series of new plastic characters with one depicting a father dressed in plaid and pushing a pram beside his wife who is dressed in business attire.

Lego produced the modern-family set-up as part of its new ‘Lego City’ line, which also includes a child in a wheelchair accompanied by an assistance dog.

According to Fortune, Lego says the new figurines are an attempt to represent ‘the world we live in today’.

Lego Systems president Soren Torp Laursen told the website: ‘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 hipster dad features a red jumper, facial hair and blue trousers. In publicity pictures, the figure is seen pushing a pram which is carrying a Lego baby.

Last month, charities rejoiced as it emerged Lego was set to unveil a disabled figure in a wheelchair in the new line, which is believed to be going on sale in June.

Journalist Rebecca Atkinson, who sparked a global campaign when she posted pictures of toys she had adapted with different disabilities on the internet, said it was a massive step towards ending ‘cultural marginalisation’.

(read the full story)


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