As World Mental Health Day approaches, HeadsUpGuys and Mother Berlin are launching Average Men, a collection of action figures created to challenge the unrealistic physical standards men and boys face.
Looksmaxxing, muscle mania and weight loss crazes are putting constant pressure on men to look a certain way, and it’s taking a toll on their mental health. Research has found high levels of body dissatisfaction among men, with concerns about weight, muscularity, and appearance affecting men and boys across different ages.[1-4]
That pressure starts early. Boys grow up surrounded by toys, games, media, and other messages that too often place strength and physical appearance at the centre of what it means to “be a man” or “achieve success”.
Average Men are the opposite. Each figure celebrates all things average, from their average names to their lack of superpowers, and is designed to dismantle a specific physical insecurity to prove there’s zero shame in traits the vast majority of men share.
Meet the three Average Men
Max AKA Mid to the Maxx
- With studies showing that 35% to 50% of men report dissatisfaction with their weight, Max takes aim at diet culture by proudly representing the average physique.[1,2] Hydrated, and sporting practical footwear, he’s ready for anything.
Bob AKA The Baseline
- Some studies have found that over 80% of men report dissatisfaction with muscle size, so Bob takes on the pressure to bulk up with his slim build.[3] The foundation of the whole squad, Bob is proudly understated and often overstimulated. Catch him parallel parking on the third try or deploying his firm handshake.
Steve AKA Mr. Unspectacular
- Male pattern baldness affects the majority of men by age 50, with one in four of those starting to experience hair loss by age 21.[4] Steve rocks his receding hairline without a second thought – this allows him to focus on more important things, like active listening and avoiding spicy foods for his sensitive stomach.
Designed and hand-painted by action-figure creator Hauke Scheer, the Average Men are more than toys. They are a direct investment in men’s well-being. Each one-of-a-kind Average Man is priced at $600: the standard cost of one month of private therapy. All proceeds go directly to HeadsUpGuys to support our work helping men improve their mental health and well-being.
What makes Mother Berlin’s ‘The Average Men’ project so powerful is that it challenges the definition of what ‘real’ means when it comes to men’s bodies and their sense of self — and the numbers show just how urgent that challenge is. With an increasing number of men reporting dissatisfaction with their bodies, this isn’t a niche issue, it’s a widespread, often invisible crisis. Projects like this don’t just raise awareness — they give HeadsUpGuys the chance to fund the frontline work we do every day to reach men before they’re left to struggle alone. That kind of direct investment in men’s mental health is exactly what moves us closer to lasting change.
— Dr. John Ogrodniczuk, Founder of HeadsUpGuys
Being a man shouldn’t be about having the ‘right’ body — it’s about being comfortable in your own skin, accepting yourself, and having the freedom to be who you are. That’s exactly the mindset we wanted The Average Men to bring into everyday life in a playful but powerful way. It’s great that Mother Berlin is a place where, even in between all the projects and deadlines, we fi nd the time to make something that can actually move the needle for the better.
— Christina Rankel, Creative Director at Mother Berlin
The Average Men are available exclusively through Mother Berlin’s online storefront, mother-goods.com, a digital storefront for ideas, inventions, and provocations from Mother offices around the world.
About Mother Berlin
Mother Berlin is part of Mother, one of the world’s most respected independent creative agencies, founded in London in 1996. They were recently named Ad Age’s 2026 Independent Agency Network of the Year. The Berlin office’s work includes an Adidas campaign with Lionel Messi.
References
- Galioto, R., & Crowther, J. H. (2013). The effects of exposure to slender and muscular images on male body dissatisfaction. Body Image, 10(4), 566–573.
- Cash, T. F., Phillips, K. A., Santos, M. T., & Hrabosky, J. I. (2004). Measuring “negative body image”: Validation of the body image disturbance questionnaire in a nonclinical population. Body Image, 1(4), 363-372. https://doi.org/10.1016/j.bodyim.2004.10.001
- Ridgeway, R. T., & Tylka, T. L. (2005). College men’s perceptions of ideal body composition and shape. Psychology of Men & Masculinity, 6(3), 209-220. https://doi.org/10.1037/1524-9220.6.3.209
- Rhodes, T., Girman, C. J., Savin, R. C., Kaufman, K. D., Guo, S., Lilly, F. R., Siervogel, R. M., & Chumlea, W. C. (1998). Prevalence of male pattern hair loss in 18-49 year old men. Dermatologic surgery: official publication for American Society for Dermatologic Surgery, 24(12), 1330–1332. https://doi.org/10.1111/j.1524-4725.1998.tb00009.x