Thursday 18 January 2018

How will Disney portray modern fathers now they have pledged to do away with dad stereotypes?

Mini Me Dad: Conor McGregor
Mini Me Dad: Conor McGregor
Katie Byrne

Katie Byrne

Do you know those bumbling dads who inadvertently put red socks into the white wash, and unwittingly dress their children in Halloween costumes?

Or the dads who put their baby's nappy on back-to-front while long-suffering mummy watches from the doorway, arms folded over her chest and a rueful grin spread across her face? No? Well that makes two of us... Nonetheless, these tedious 'Silly Daddy!' tropes have persisted in children's cartoons and mainstream advertisements for decades.

Well, until now. "We've got to a position where we have realised the role of dads is really important and probably something that we needed to do a deeper dive into," said Disney's UK chief marketing officer, Anna Hill. But let's not get too excited. Sure, Disney might ditch the outdated stereotype, but they'll probably just replace it with a slightly more modern one. Here are a few ideas...

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