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Target is releasing a gender-neutral brand of furniture for children, according to the Minneapolis Star Tribune.
The entirely new brand named Pillowfort consists of stuffed animals, bedding, pillowy chairs, lamps, teepees, and pillows that aren't steered towards boys or girls.
There are still glimpses of pink and blue in the new collection, but many of the new pieces focus on patterns inspired by dinosaurs and the ocean, forest, and space. There are over 1,200 Pillowfort pieces already that all fall into different design themes such as "Tropical Treehouse," "Stellar Station" and "Ocean Oasis," according to Target.
"It was an aisle of pink, fairy princesses, ponies and flowers," Target's senior vice president of design and product development Julie Guggemos tells the Star Tribune. "And for the boys it was rockets and dinosaurs. Well, you know what? Girls like rockets and basketball. And boys like ponies. Who are we to say what a child's individual expression is? We really wanted to develop a collection that would be universal."
Target fifirst removed boys and girls labelsrom its toy and bedding section last fall and continues to drive genderless kids' products based on feedback from its customers.
"It gets back to listening to mom, understanding what she's looking for from Target and making sure we're delivering the products and the content that's going to be right," chief executive Brian Cornell says.
To follow Pillowfort, Target is revamping its children's apparel line, according to the Star Tribune. The kids' clothing will not be gender-neutral, but will use some of the same themes.