Heteropolitan Men's Teddy Bear Terrrors UK magazine Men's Health launched a new category of man they dubbed 'heteropolitan' this week, to describe men who don't fit either the 'lad category' of the 90s or 00's metrosexuals. "I've always had a problem with the term metrosexual, I've always found it a little bit superficial," Men's Health Deputy editor Mike Shallcross sniffed. "People (heteropolitans aka Men's Health readers) wanted to look better and feel better about themselves, but it wasn't necessarily the most important thing," he continued. "These people are working long hours and want to do well in their careers, but they want the family life too. Men want to take more responsibility for child care, they don't want to be seen as the remote, authority figure, who is just around on the weekend," he suggested. Meanwhile, UK hotel chain Travelodge suggested many real men want nothing more than a soft toy to be happy, after a massive study of thousands of their customers revealed that one in five (20%) cuddle teddy bears when sleeping alone. Both stories appeared as US media reported that man-hugs (heterosexual men hugging each other) are becoming increasingly acceptable in the States while in Australia, many men are struggling. "I thinks men's friendships with other men, particularly straight men's friendships with other men, haven't shifted as much as some other domains," masculinity and gender studies expert Dr Michael Flood from La Trobe University, told New Zealand portal Stuff.co.nz. "There are still real taboos on male-male intimacy. Men still feel a real discomfort around being emotionally expressive with each other, saying they love a male friend or talking about intimate issues like love, sex or body image – except for in joking ways," he added.