Target has announced a new line of gender neutral bedding, which is the retail giant’s latest attempt at shifting into a “gender neutral” store overall.
As we previously reported, Target decided to no longer label toy aisles based on gender back in August, and now they’re continuing on with that trend.
Target’s Pillowfort line will become available starting Feb. 21, which doesn’t label the gender the bedding is made for. Instead, they label it in categories like “Sprinkle Suite," and "Floral Field,” which are more feminine and “Stellar Station” and “Creature Cave,” which are more masculine.
Target's Senior Vice President of design and product development, Julie Guggemos, told the Minneapolis Star Tribune the kids décor section used to be “an aisle of pink, fairy princesses, ponies and flowers” for girls and “for the boys it was rockets and dinosaurs. Well, you know what? Girls like rockets and basketball. And boys like ponies."