Target announces new kids' home line with more gender neutral themes


Target is launching a new line of children's bedroom décor this month, with more emphasis placed on colors and designs that could be considered more gender neutral.

The Minneapolis-based retailer announced on its website Sunday it will be refreshing its kids' home collection with the launch of "Pillowfort," featuring over 1,200 new pieces of furniture, bedding and other products.

The new line will be based around 12 "whimsical themes" including "Tropical Treehouse," "Stellar Station," and "Ocean Oasis," with designs said to be "cute enough for a 3-year-old, and cool enough for a 10-year-old."

The Star Tribune reports Target didn't set out with a "gender agenda in mind," with Target's CEO Brian Cornell saying the move was taken in response to feedback from parents, with the new line designed to be "universal."

Target's VP of design and product development told the paper the current decor line features "an aisle of pink, fairy princesses, ponies and flowers" for girls and "rockets and dinosaurs" for boys, adding: "Well, you know what? Girls like rockets and basketball. And boys like ponies."

The new collection will still feature traditional pinks and blues, but less of it. Meanwhile patterns that are traditionally more gender-specific – such as basketballs and hearts – will come in more neutral colors, such as white, black and yellow.

Target announced last August it would be removing reference to gender in its toy aisles, which also included removing gender-specific signs for bedding.

Fortune reports Pillowfort will replace Target's long-established Circo children's decor line, and around 400 items from the range will be on sale in stores, with the rest available online.

The collection arrives in stores on Feb. 21, ranging from $4.99-$59.99 for bedding and décor and $39.99-$599.99 for furniture.

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