Target (NYSE:TGT) has introduced a new gender-neutral furniture line for children. Pillowfort is set to hit stores later this month and will replace in-house brand Circo.
The move is part of the retailer's plan to refocus on its style and fashion categories and also to incorporate more gender-neutral products, reported the Star Tribune. A few months back, Target received backlash on social media from consumers for using gender-based signs as aisle markers.
"Who are we to say what a child's individual expression is? We really wanted to develop a collection that would be universal," Julie Guggemos, Target's senior VP of design and product development, told the Star Tribune.
The collection will be focus less on pink and blue color schemes and will include patterns such as trees, arrows, astronauts and bicycles. Traditional patterns such as basketballs, hearts and alligators will be in neutral colors such as black, white and yellow.
The collection was driven by consumers.
"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," CEO Brian Cornell told Star Tribune.
Despite recent backlash, Target will still have girls and boys bedding as search terms on its website, though there will be an overlap in products in those categories.
Pillowfort will be pushed later this month on Pinterest and on TV commercials featuring a young girl in a space-themed bedroom.
In the next phase of updating the children's department, Target will overhaul kids' clothing this summer, with a new line replacing the company's Cherokee and Circo brands.
-See this Star Tribune article
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