In the US, 83% of new mums are Gen Yers, and though 88% of this generation want to avoid becoming a ‘helicopter parent’, many are happy to use tech to check on their kids. In the second of a two-part report, we ask if more dads will take paternity leave, and look at the rise of the ‘drone parent’.

Shifting gender norms are making more space for men in the child-rearing process, and fathers want to play an equal part in their kids’ upbringing. But with dads now bearing the brunt of resistance from workplaces, a new generation of parents is looking for representation that suits modern fatherhood.

Nestled between ads for beer and cars, the ‘Dads Who Play Barbie’ campaign that aired during the NFL playoffs was a 30-second spot targeting fathers. It continues Mattel’s strategy of bonding with parents, while highlighting the evolving role dads have in childrearing.

As any parent can confirm, raising a kid is no walk in the park – no matter the curated snaps yummy mummies and dishy dads post on social media. Fictional blog Peter and Jane is challenging the mirage of flawless family life with tragically laughable tales that ring true with real mums and dads.