Lego rolls out a bearded, stay-at-home dad figurine
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.
How (and why) agencies are adapting to stay relevant in the metaverse
To get more comfortable in this new environment, some agencies are getting involved in experimental projects to stake their claim to the metaverse.
‘Reach a totally different audience’: With Sundance virtual once again, marketers pivot to online experiences
Until earlier this month, this year’s Sundance was meant to be a hybrid festival with attendees returning to Park City to participate in-person as well as virtual elements for attendees to tune-in online.
Pepsi launches app and short ‘trailer’ to hype Super Bowl halftime show
The soft-drink giant will promote its Super Bowl Halftime show with a newly launched app and a short film directed by F. Gary Gray.
SponsoredHow the relationship between live events and mobile devices is evolving in 2022
Sponsored by AdColony The pandemic has accelerated changes in the way people consume content — and live events are part of that transformation. For advertisers, the questions are the kind on which campaign success depends: In what ways (and numbers) have people returned to watching sports, e-sports and events such as the Grammys? Are they […]
In Graphic Detail: The great gaming consolidation
Gaming is in the midst of an M&A arms race. The protracted pandemic has made sure of that.
‘The business is at a level of scale now’: The Brandtech Group CEO David Jones on building a business for the ‘post-advertising’ world
Not only is the holding group past the hype cycle peak these businesses usually encounter, it’s skipped right over the trough of disillusionment that tends to follow and is straight into growth mode.