Pictured: The Mothercare sign at the Oxford Street store being changed to Fathercare this morning.
Parenting retailer Mothercare today changed its name to Fathercare for the first time since it opened more than 50 years ago. The flagship store replaced the blue 'Mo' to a striking red 'Fa' to celebrate Father's Day on Sunday.
The new signage on the Oxford Street shop follows research that found more than half (55 per cent) of fathers would prefer to take on the primary parenting role and be 'stay at home' dads. More than two thirds (65 per cent) of dads say that inflexible working hours interfere with their parenting duties, and given the choice 69 per cent would prefer to work part time in order to focus on childcare. SEE OUR COPY FOR DETAILS.