Lego is getting a father figure.
The toy company is rolling out a stay-at-home dad figurine — complete with jeans, a red plaid shirt and a scruffy beard — as it continues to create characters that “mirror the world we live in today.” To ensure that the dad isn’t confused for just a blogger from Brooklyn, Lego is pairing it with a working mom wearing a Hillary Clinton-esque pantsuit.
Lego points to the growing number of stay-at-home dads out there: Pew Research pegs the figure at 2 million three years ago — more than double since 1989. Still significantly less than the 10.4 million stay-at-moms, Lego is clearly attempting to mirror the cultural landscape as it evolves.
“We need to stay in tune with the world around us,” Soren Torp Laursen, Lego’s president, 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.”
Toward that end, Lego has also recently released a kid in a wheelchair, along with a guide dog, as part of the City Line that will include the new parent figurines. The disabled Lego marked a landmark moment in toy manufacturing world when it was released late last month: The little guy won praise for the fact that, although there are 150 million children with disabilities worldwide, few have ever seen themselves positively represented in the toys they play with.
For his part, the new stay-at-home dad is also earning applause online. Though for some, the dad dude looks a little too … hip:
— Leah Rumack (@leahrumack) February 21, 2016
Another person suggested that all it’s missing is a man bun. That, and a green juice.
As influencer marketing grows up, brands, agencies experiment with new content tools like bots
Influencer marketing is maturing as a business for many media firms, as they find ways to leverage creator content and gain new audiences.
No more newspaper ads: Why J.C. Penney is going digital-first this holiday season
As shoppers continue to shift to e-commerce, legacy retailer J.C. Penney is making its strategy digital-first to keep up.
Confessions of a Super Smash Bros. tournament organizer on Nintendo’s lack of support for competitive gaming
Unlike other publishers such as Activision Blizzard and Riot Games, which have pumped millions of dollars into organizing and marketing esports leagues for their titles, Nintendo has never offered serious prize money for competitive Smash events.
SponsoredHow Comscore is simplifying pre- and post-campaign measurement for advertisers
Produced in partnership with Marketecture The following article provides highlights from an interview between Greg Dale, Comscore’s general manager of digital, and Mike Shields, co-founder of Marketecture. Register for free to watch more of the discussion and learn how advanced advertising measurement is providing advertisers access to the deep data they need across all platforms. […]
How the new Web3 loyalty program at Starbucks will be a litmus test for the future of branded NFTs
Starting with a small group of members and employees, Starbucks will invite participants into “journeys” that allow them to collect NFTs and points that unlock new benefits and experiences.
How Yeti is marketing like a DTC brand on social media and in the outdoors
Known for being a brand of indestructible coolers, cups and increasingly lifestyle apparel, Yeti has been evolving from a wholesale company to one that markets more like a direct-to-consumer company as it experiments on platforms like TikTok, Pinterest and its own media properties.