Target introduces gender-neutral bedding, home goods for kids

Before you go, we thought you'd like these...
Target Introduces Gender-Neutral Bedding, Home Goods for Kids

MINNEAPOLIS (WGN) — Retail chain Target is reportedly introducing new children's bedding and bedroom supplies that ditch gender conventions.

According to the Minneapolis Star-Tribune, Target's new line, called Pillowfort, aims to dispel stereotypes — such as blue and sports-related items for boys and pink and ponies for girls — and instead provide an all-inclusive setting for kids.

SEE ALSO: School forces boy to remove Elsa costume on 'Disney Day'

The bedding and home goods will still include blue and pink in some cases, just less of both. Patterns included on some items will be more generic: astronauts, trees and bicycles, for example.

Julie Guggemos, Target's senior vice president of design and product development, told the Star-Tribune the Minneapolis-based company hopes to expand and improve its gender-neutral offerings.

"It was an aisle of pink, fairy princesses, ponies and flowers," Guggemos said. "And for the boys it was rockets and dinosaurs. Well, you know what? Girls like rockets and basketball. And boys like ponies."

Added Guggemos, "Who are we to say what a child's individual expression is? We really wanted to develop a collection that would be universal."

The new line follows other efforts by Target to discard stereotypes, such as removing gender labels from most children's departments.

The Star-Tribune reports that Target will keep boys and girls search terms on its website, but that products will overlap in those categories.

Related: See the mayhem at Target's Star Wars toy release on 'Force Friday':
18 PHOTOS
Target stores Star Wars merch
See Gallery
Target introduces gender-neutral bedding, home goods for kids
A shopper displays Walt Disney Co. Star Wars movie franchise merchandise at a Target Australia Pty department store in the suburb of Parramatta in western Sydney, Australia, on Friday, Sept. 4, 2015. Walt Disney Co. is making toys tied to its first Star Wars movie in the adventure series available in a finely tuned rollout called 'Force Friday.' Photographer: Brendon Thorne/Bloomberg via Getty Images
Walt Disney Co. Star Wars movie franchise merchandise is displayed at a Target Australia Pty department store in the suburb of Parramatta in western Sydney, Australia, on Friday, Sept. 4, 2015. Walt Disney Co. is making toys tied to its first Star Wars movie in the adventure series available in a finely tuned rollout called 'Force Friday.' Photographer: Brendon Thorne/Bloomberg via Getty Images
MIAMI, FL - SEPTEMBER 04: George Ascunce (L) tries on a C-3PO mask as he and Crystal Ascunce shop in a Target store for Star Wars merchandise that went on sale on September 4, 2015 in Miami, Florida. The merchandise is on sale ahead of the December release of the 'Star Wars: The Force Awakens' movie. (Photo by Joe Raedle/Getty Images)
MIAMI, FL - SEPTEMBER 04: Jeanette Villeda hugs a Darth Vader doll as she shops in a Target store with a friend for Star Wars merchandise that went on sale on September 4, 2015 in Miami, Florida. The merchandise is on sale ahead of the December release of the 'Star Wars: The Force Awakens' movie. (Photo by Joe Raedle/Getty Images)
MIAMI, FL - SEPTEMBER 04: A Darth Vader doll is seen for sale at a Target store on September 4, 2015 in Miami, Florida. The merchandise is on sale ahead of the December release of the 'Star Wars: The Force Awakens' movie. (Photo by Joe Raedle/Getty Images)
UNITED STATES - FEBRUARY 03: Chris Kells, right, and his son Conner, center, shop for a Star Wars toy at a Target store in Raleigh, North Carolina, U.S., on Sunday, Feb. 3, 2008. Target Corp., the second-largest U.S. discount chain, said fourth-quarter profit fell 8.1 percent as customers cut back on clothing and home goods. (Photo by Jim R. Bounds/Bloomberg via Getty Images)
Shoppers carry Walt Disney Co. Star Wars movie franchise merchandise at a Target Australia Pty department store in the suburb of Parramatta in western Sydney, Australia, on Friday, Sept. 4, 2015. Walt Disney Co. is making toys tied to its first Star Wars movie in the adventure series available in a finely tuned rollout called 'Force Friday.' Photographer: Brendon Thorne/Bloomberg via Getty Images
Shoppers browse Walt Disney Co. Star Wars movie franchise merchandise at a Target Australia Pty department store in the suburb of Parramatta in western Sydney, Australia, on Friday, Sept. 4, 2015. Walt Disney Co. is making toys tied to its first Star Wars movie in the adventure series available in a finely tuned rollout called 'Force Friday.' Photographer: Brendon Thorne/Bloomberg via Getty Images
MIAMI, FL - SEPTEMBER 04: George Ascunce (L) and Crystal Ascunce try out lightsabers as they shop in a Target store for Star Wars merchandise that went on sale on September 4, 2015 in Miami, Florida. The merchandise is on sale ahead of the December release of the 'Star Wars: The Force Awakens' movie. (Photo by Joe Raedle/Getty Images)
MIAMI, FL - SEPTEMBER 04: Lissette Rosado checks out a X-Wing fighter display as she shops in a Target store for Star Wars merchandise that went on sale on September 4, 2015 in Miami, Florida. The merchandise is on sale ahead of the December release of the 'Star Wars: The Force Awakens' movie. (Photo by Joe Raedle/Getty Images)
MIAMI, FL - SEPTEMBER 04: Charo Suarez checks out a Darth Vader doll as he shops in a Target store for Star Wars merchandise that went on sale on September 4, 2015 in Miami, Florida. The merchandise is on sale ahead of the December release of the 'Star Wars: The Force Awakens' movie. (Photo by Joe Raedle/Getty Images)
Walt Disney Co. Star Wars movie franchise merchandise is displayed at a Target Australia Pty department store in the suburb of Parramatta in western Sydney, Australia, on Friday, Sept. 4, 2015. Walt Disney Co. is making toys tied to its first Star Wars movie in the adventure series available in a finely tuned rollout called 'Force Friday.' Photographer: Brendon Thorne/Bloomberg via Getty Images
Walt Disney Co. Star Wars movie franchise merchandise is displayed at a Target Australia Pty department store in the suburb of Parramatta in western Sydney, Australia, on Friday, Sept. 4, 2015. Walt Disney Co. is making toys tied to its first Star Wars movie in the adventure series available in a finely tuned rollout called 'Force Friday.' Photographer: Brendon Thorne/Bloomberg via Getty Images
Shoppers browse Walt Disney Co. Star Wars movie franchise merchandise at a Target Australia Pty department store in the suburb of Parramatta in western Sydney, Australia, on Friday, Sept. 4, 2015. Walt Disney Co. is making toys tied to its first Star Wars movie in the adventure series available in a finely tuned rollout called 'Force Friday.' Photographer: Brendon Thorne/Bloomberg via Getty Images
A shopper dressed as Chewbacca browses Walt Disney Co. Star Wars movie franchise merchandise at a Target Australia Pty department store in the suburb of Parramatta in western Sydney, Australia, on Friday, Sept. 4, 2015. Walt Disney Co. is making toys tied to its first Star Wars movie in the adventure series available in a finely tuned rollout called 'Force Friday.' Photographer: Brendon Thorne/Bloomberg via Getty Images
Shoppers browse Walt Disney Co. Star Wars movie franchise merchandise at a Target Australia Pty department store in the suburb of Parramatta in western Sydney, Australia, on Friday, Sept. 4, 2015. Walt Disney Co. is making toys tied to its first Star Wars movie in the adventure series available in a finely tuned rollout called 'Force Friday.' Photographer: Brendon Thorne/Bloomberg via Getty Images
A shopper wears a Storm Trooper costume while waiting in line to enter a Target Australia Pty department store in the suburb of Parramatta in western Sydney, Australia, on Friday, Sept. 4, 2015. Walt Disney Co. is making toys tied to its first Star Wars movie in the adventure series available in a finely tuned rollout called 'Force Friday.' Photographer: Brendon Thorne/Bloomberg via Getty Images
Walt Disney Co. Star Wars movie franchise merchandise is displayed at a Target Australia Pty department store in the suburb of Parramatta in western Sydney, Australia, on Friday, Sept. 4, 2015. Walt Disney Co. is making toys tied to its first Star Wars movie in the adventure series available in a finely tuned rollout called 'Force Friday.' Photographer: Brendon Thorne/Bloomberg via Getty Images
of
SEE ALL
BACK TO SLIDE
SHOW CAPTION +
HIDE CAPTION

Related news:
Stonehenge remains reflect 'surprising degree' of gender equality
Frozen mouths: Disney heroines get way less talk time than male characters
Bar offers unlimited drinks to women with an unusual catch

Read Full Story

People are Reading