Target is getting ready to launch a line of kids' home decor products that will pay little attention to what is traditionally thought to be items for boys or for girls.
The company said last summer that it would take down signs in its stores that specified to "boys" and "girls" on books, toys, and bedding, after social media exploded when a women voiced her distaste on Twitter at a sign in one of its stores that presented "building sets" and "girls' building sets."
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It now mainly uses gender-neutral signage.
Target is set to launch a new kids' brand called Pillowfort on Feb. 21. This will be a part of CEO Brian Cornell's efforts to reinvigorate the retailer's offerings in sections like home goods and infuse more style.
The brand will include 1,200 items that will replace the longstanding in-house billion-dollar brand, Circo, which also includes toys and clothes. A spokesman said that within three years the new line could help double Target's sales of kids' home goods.
Despite Pillowfort not making a statement on gender issues with this line, it unfolded that way as Target created the line. The company says Pillowfort aims to recognize that kids can enjoy items traditionally thought of as predominately appealing to children of the other gender.
Target says that the Pillowfort collection will still have pink and blue aspects, but fewer of them. The collection's prints are more open-ended: bicycles, arrows, astronauts, and trees reports the the Star-Tribune. Items highlighting images that are more normally gender-specific, for example hearts, alligators, and basketballs will have neutral colors like black, yellow, and white.