More On: Fathers

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Change Is Afoot in Fatherhood as Millennials Become Prime Parenting Generation

Apr 06, 2016

As patterns of motherhood in the US have shifted, so have patterns of fatherhood—with hyperinvolved new dads getting much attention even as fathers who do not live with their kids at all have become common. Some aspects of father behavior get disproportionate attention, while others are neglected.

Fathers Just Looking to Be Included, Not Praised, in Ads

Mar 30, 2016

Mothers may be in the driver's seat when it comes to making household purchases, but that doesn’t mean fathers aren’t taking part in the decision-making. For brand messaging to resonate with the modern dad, marketing and advertising content should reflect his expanding role in childcare. Rich Lennox, CMO at Toys “R” Us in the US, spoke with eMarketer’s Maria Minsker about how the toy retailer is appealing to fathers.