Potatoes have gone gender-neutral and Mr and Mrs Potato Head brand will no longer be known as such in order to be more inclusive.
As the makers of the world’s most popular potato family revealed, it is time to rebrand and break free from gender norms surrounding the 70-year-old figures.
According to Hasbro, Mr. and Mrs. Potato Head, who have been on the shelves since the early 1950s, will now be known under the gender-neutral brand of Potato Head.
“Launching this Fall, the CREATE YOUR POTATO HEAD FAMILY is a celebration of the many faces of families,” the company announced.
“Hasbro is making sure all feel welcome in the Potato Head world by officially dropping the Mr. from the Mr. Potato Head brand name and logo to promote gender equality and inclusion.”
While gender prefixes have been ditched from the brand name and logo, the company insisted people will still be able to buy Mr. Potato Head or Mrs. Potato Head as separate characters in the Potato Head lineup.
Meanwhile, Hasbro will offer remastered Potato Family Pack kits which will allow kids to create their own Potato family according to their likings.point 406 |
The new ‘Create Your Potato Head Family’ kits will include one baby potato, two genderless adult potatoes, and 42 accessories with the help of which kids will be able to build a potato family with heterosexual, single, same-sex, or gender-neutral potato parents.point 225 | 1
Speaking of the changes, Hasbro Senior Vice President Kimberly Boyd insisted it was necessary to take action because the existing setup, with Mr and Mrs leading the family, is not inclusive.
“Culture has evolved. Kids want to be able to represent their own experiences. The way the brand currently exists – with the ‘Mr.’ and ‘Mrs.’ – is limiting when it comes to both gender identity and family structure,” Boyd said in an interview with Fast Company.
“Kids like dressing up the toy, then playing out scenarios from their life. This often takes the form of creating little potato families because they’re learning what it means to be in a family.”
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Replaced!