London - Pushing a pram in checked shirt, “hipster” beard and stylish blue jeans, this is not your traditional Lego character.
But thanks to the toy giant’s push to depict “modern families”, a stay-at-home dad is the latest addition to the company’s minifigure collection.
With the set is a Lego baby – and ready to hand over a bottle is its businesswoman mother wearing smart office attire.
Also among the Danish firm’s new line of 21st century-friendly characters is a child in a wheelchair accompanied by an assistance dog.
Lego hopes the new figurines will represent “the world we live in today”.
The firm’s Soren Torp Laursen told Fortune: “We aren’t responding to demand from anyone. We are trying to portray the world around us and listen to our consumer base.”
It comes after Lego last month announced the disabled figure in a wheelchair would be in the new line when it goes on sale in June.
British disability campaigner Rebecca Atkinson said the latest addition would help to end “cultural marginalisation”.
Daily Mail