Lego's new set of figurines. Photo: AFP/Getty Images
Lego's just announced its newest set of mini-figures, and they're a welcome win for diversity and inclusiveness in kids' toys.
The new figures, featured in the toymakers' Lego City line, include: a hipster stay-at-home dad, complete with beard, buffalo plaid shirt, baby stroller and a bottle of milk; a working mum, in her professional office get-up; and a young boy with a wheelchair and a guide dog.
"These figures mirror the world we live in today," president of Lego Systems, Soren Torp Laursen, told Fortune, from last week's New York Toy Fair. "We aren't responding to demand from anyone. We are trying to portray the world around us and listen to our consumer base."
The set will be available in shops from June. Photo: AFP/Getty Images
It's a significant move. By adding such figures to their toy sets, Lego's challenging outdated ideas and reaffirming to kids that working mums, domestic dads and children with disability are normal parts of society.
According to Laursen, such diverse additions are what customers want to see, too.
A recent push to attract more young girls - by releasing a pink and purple-heavy Lego Friends line, and "play sets featuring hair salons and pop star stages" - failed dismally a few years ago, prompting the toymakers' more successful shift towards inclusive, gender-neutral sets, he told Fortune.
"We are all part of the same world and we need to portray that to the best of our abilities," he said.
The new figs will be available in shops from June.