It started with the toy aisle.
Target removed the “boys” and girls” signs from the toy aisles and bedding area last fall.
Now, the retail giant is adding gender-neutral bedding to its kids home decor line to further blur the line between what is considered boys and girls.
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The Pillowfort collection offers universally-themed bedding including trees, bicycles and arrows in neutral colors like white, black and yellow.
“Who are we to say what a child’s individual expression is? We really wanted to develop a collection that would be universal,” Julie Guggemos, Target’s vice president of design, told the Minneapolis Star-Tribune.
There still are dinosaurs, astronauts and flowers, however, the colors of the motifs are not so gender oriented. Target tested the patterns at a kids fair asking children to choose their favorite, according to the Star-Tribune.
“Girls were picking prints that the boys picks and vice versa,” Guggemos told the Star-Tribune. “They’re not afraid to express who they are. We picked up on that right away and decided we were getting in our own way a little bit with some of those paradigms. It’s time to change.”
Target will be rolling out an ad campaign for the Pillowfort collection, which is available starting Feb. 21.