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Target has launched a new line of home décor that doesn't fit into the last 20+ years of gender archetypes. Pillowfort bedspreads, blankets, lamps and accessories won't be designed or sold with what has become the marketers' siren calls to girls and boys (that is: pink and blue).
Instead, Pillowfort's products come in greens, yellows and grays, and feature owls and sea creatures, which have somehow managed to not be assigned to a certain gender.
The new line will be in stores starting Feb. 21.
"It was an aisle of pink, fairy princesses, ponies and flowers," Target's senior vice president of design and product development Julie Guggemos said to the Minneapolis Star-Tribune. "And for the boys, it was rockets and dinosaurs. Well, you know what? Girls like rockets and basketball. And boys like ponies."
Guggemos said it's time marketers stepped away from making these decisions for others.
"Who are we to say what a child's individual expression is? We really wanted to develop a collection that would be universal," she said.
Target's website has a preview of what they're offering. Some still fit that model that we've become accustomed to think appeal to girls, like "Sprinkle Suite" and "Floral Field," but there are other options like "Discovery Den," "Ocean Oasis" and "Camp Kiddo" that don't send out particularly gendered cues.
Parents have complained in the last few years about gendered marketing and Target has been on of the leaders in responding to it, taking down their "girls" and "boys" toy aisles.