Pushing a pram in checked shirt, "hipster" beard and stylish blue jeans, this is not your traditional Lego character.
But thanks to the toy giant's push to depict "modern families", a stay-at-home dad is the latest addition to the company's minifigure collection. With the set is a Lego baby - and ready to hand over a bottle is its businesswoman mother wearing smart office attire.
Also among the Danish firm's new line of 21st century-friendly characters is a child in a wheelchair accompanied by an assistance dog.
Lego hopes the new figurines will represent "the world we live in today".
The firm's Soren Torp Laursen 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."
