If you’ve had a hard time choosing bedding for your son or daughter in the past because he or she has no interest in the usual run-of-the-gender-mill designs, take heart! The Minneapolis Star-Tribune reports that a new line by Target entitled Pillowfort, aspires to remove stereotypes like princesses and Pink for girls and blue and sports for boys. Instead, the new design category will be gender-neutral.
Under some circumstances, home goods and bedding will still consist of pink and blue, only fewer from each palette. Designers were careful to include whimsical patterns, including astronauts, bicycles, and trees.
Target’s Senior Vice President of Design and Product Development Julie Guggemos is hopeful the offerings will further develop and grow within their Minneapolis-based company, according to the Star Tribune.
“It was an aisle of pink, fairy princesses, ponies, and flowers. And for the boys it was rockets and dinosaurs. Well, you know what? Girls like rockets and basketball. And boys like ponies,” Guggemos told the news outlet. “Who are we to say what a child’s individual expression is? We really wanted to develop a collection that would be universal.”
Efforts by Target to ditch stereotypes are continuous, and this new line follows that lead, it’s reported, including the removal of gender-specific labeling throughout the majority of departments for children. Search terms for girls and boys will remain on the Target website, however, there will be a “generous overlap of product marketing” within each of these categories.
What are your thoughts on Target’s new approach to merchandising? Does your child display a gender-neutral approach to his or her favorites?
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