Bearded, flannel-clad dad is latest Lego character

A bearded, flannel shirt-wearing father figure is the latest character introduced to Lego City.

The figure appears to look like a lumberjack or a hipster if not for the stroller, the baby and the mother in a pants suit that will also be sold as part of the set.

The set was introduced during the New York Toy Fair and is meant to reflect the rising number of stay-at-home fathers, according to USA Today.

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“We need to stay in tune with the world around us,” Soren Torp Laursen, president of Lego, 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.”

The company also released a figure of a child in a wheelchair with a guide dog.

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