Lego stay-at-home dad minifig looks like a stereotypical hipster
Toy giant Lego introduced a new collection titled "LEGO CITY Fun in the park - City People Pack" at the International Toy Fair in Nuremberg on Jan. 28. The company previewed the set again at the New York Toy Fair on Feb. 14, and London Toy Fair on Feb. 22.
In an attempt to be more inclusive, Lego released a wheelchair toy, an assistance dog, a mother in a business suit, and a father with a baby stroller, as a symbolic stay-at-home dad.
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The styling of the father figurine includes a plaid shirt, jeans and beard — not so subtle hipster references.
Says president of LEGO Systems Soren Torp Laursen to Forbes, "We aren't responding to demand from anyone. We are trying to portray the world around us and listen to our consumer base."
According to a 2012 Pew Research Center analysis, about 2 million fathers consider themselves "stay-at-home dads." The most common answer was the men were "ill or sick," followed by "unable to find a job." In contrast, 73% of stay-at-home mothers reported they were home primarily to "take care of their children."
Still, the number of fathers who stay home to care for children and the home is rising. Today's vocal proponents argue that women in corporate America should be given just as much opportunity to return to work as their male partners, without facing "maternal bias" upon re-entering the workforce.
According to Forbes, Lego has faced backlash for the way it advertises toys for different genders, as a whole. When it premiered a Lego Friends line in 2012, the blocks were purple and pink, and included fairly stereotypical references to "girls" activities, such as hair salons and pop star stages.
The company said before these themed toys launched, Lego didn't sell as many sets to girls.
The response has lead to more gender-neutral sets being created and marketed to boys and girls.
The LEGO CITY Fun in the Park collection will be available June 2016.
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Topics Family & Parenting
Chelsea Frisbie was interning at Mashable as the Lifestyle Section Intern. A SUNY Oswego Alum, she graduated with a degree in Broadcasting and Mass Communication and a minor in Gender Studies, and while there received several awards for her three talk shows and work in local news. Her favorite pastimes include watching Dr. Phil, practicing her Emmy acceptance speech, and subtly sneaking feminism into her daily conversations.
