Target debuts kids decor, but don't call it 'gender-neutral'
Target announced a new line of bedroom furnishings and decor for kids on Sunday, called Pillowfort. The line will go on sale Feb. 21.
The first look at Pillowfort reveals graphic prints, animal and space themes, and perhaps most noticeably, relief from excessive color stereotypes based on gender.
Though the Minneapolis Star Tribune first reported the line as gender-neutral, Target tells Mashable that is a mischaracterization of the line's intent.
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"There are still designs that skew toward more traditional masculine and feminine styles, more pink and blue," Target spokesperson Joshua Thomas says. "But now there's a greater variety, more universal options that could fit in either a little boy's room or little girl's room."
The Minneapolis-based retail chain faced criticism in 2015 for relegating "girls' toys" to their own mostly pink and doll-themed aisles, and "boys' toys" to blue aisles. Target responded in August by eliminating signage that suggested toy or home products were meant for certain genders.
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Though the timing is coincidental, Thomas says this new, more inclusive kids line is in response to extensive customer research, not to social media outrage.
"We learned that kids like a lot of different things. We wanted them to be able to best choose the option that reflects who they are," Thomas says.
In addition to pinks and blues, you'll see a lot more graphic prints and themes with Pillowfort. When the entire line is released, it will top 1,200 pieces. Target's current kids' decor line, Circo, which Pillowfort will replace, offers less than 400.
Prices for the new line will range from $4.99-$59.99 for bedding and decor, and $39.99-$599.99 for furniture.
Pillowfort was designed so kids can mix and match patterns across the whole line. Currently, the site only separates decor styles by theme, for example, "Grand Getaway" and "Tropical Treehouse."
However, Pillowfort bedding will still be searchable using traditional gender role tags "boy" vs. "girl."
Target will also release a large new line of kids clothing in summer, replacing its longtime Cherokee brand.
Besides Target, many brands are opting for products and designs that emphasize choice, identity and individuality, rather than assigned gender. Consumers are demanding gender-neutral options for kid's clothing, baby showers, maternity wear and more. In general, unisex fashion has reached a more mainstream stage than ever.
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Topics Gender
Stephanie Buck was the lifestyle editor at Mashable. During her career in media, she has contributed to publications both national and local. A California transplant, she now lives in New York City in a tiny apartment overflowing with yoga mats, knitting needles and craft beer. Follow her antics @StephMBuck.
