Lego 2.0

Hipster style, baby bottle in one hand and pushing the stroller. It is the new character of the “father”, launched by the world’s most popular Danish company for its assembled bricks, Lego.

The “he-mum”, as has already been nicknamed the piece of the new collection, is accompanied to a mother dressed in office wear. The purpose of the toys giant is to tell about the family that changes.

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”We need to keep in touch with the world around us and try to describe it in the best way possible ”, Torp Laursen (president of Lego System) explained in an interview to the magazine “Fortune Soren”.

According to the US research center “Pew Research”, the number of fathers who stay at home and do nothing or perhaps stay at home to look after their children, has virtually doubled since 1989. For the Danish company it’s not the first “politically correct” move. A few months ago they launched the first disabled character: a boy in a wheelchair with a guide dog.

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Source: Il Giornale