Stokke flips the script on dad‑shaming in time for Father’s Day
By James Herring on Tuesday, June 10, 2025
Norwegian children’s furniture brand Stokke has dropped a carousel post on Instagram under the tagline “Dads are dads, not babysitters.”
Featuring real-life moments of dads reading stories, cooking, changing nappies – the campaign spotlights dads as core caregivers rather than sidekicks.
(the series also does a great job at showcasing Stokke’s stylish high chairs, prams and other accessories)
Partnering with agency VaynerMedia, Stokke taps into a movement: modern fathers are pushing back against outdated norms and demanding parity.
In many EU countries including the UK, Italy, Spain statutory paternity leave remains shockingly brief, often just two weeks.
The Women and Equalities Committee has warned that The UK has one of the “worst statutory leave offers for fathers and other parents in the developed world”
In a new report, the House of Commons committee said a maximum of two weeks’ paternity leave is “completely out of step with how most couples want to share their parenting responsibilities” and “entrenches outdated gender stereotypes about caring”.
chart via The Dad Shift
