Target's non-gender biased approach to kids' toys is influencing different parts of the retailer's business. Throughout the weekend the huge box store launched another brand of children's home decor that comes without boy or girl designations.
Target declared Sunday that the brand, called Pillowfort, will make a big appearance at stores not long from now, stamping yet another stride in the retailer's turn toward a more impartial store format.
The line, which will replace the long-running Target house brand Circo, will in any case highlight pinks and blues, yet with more prints, patterns, and impartial themes including trees, bolts, astronauts, and bikes.
That implies that Target customers will keep on seeing items with hearts and b-balls, however that they will more probable be in impartial hues, for example, white, dark, and yellow. Taking all things together, the brand contains 12 offbeat themes, as "Tropical Treehouse," "Stellar Station," and "Ocean Oasis."
"It was an aisle of pink, fairy princesses, ponies and flowers 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 expressing is?" says Julie Guggemos, Target's senior vice president of design and product development.
Guggemos says that the organization didn't precisely set out to make a sexually impartial line. Rather, the methodology was driven by customers who already scrutinized the company for utilizing sexual orientation based signs in toy aisles.
While building up the new Pillowfort line, the organization solicited kids to make collages of their preferred rooms and addressed their folks on what they might want to see. At last, most picked impartial themes.
The company isn't totally phasing out boy and girl specific room decorations. Its designs will still offer a collection of princesses, superheroes, and additionally licensed brands like Star Wars and My Little Pony in the department.
Target is planning to do the same for its children's house brand of clothing. The Cherokee and Circo brand will be replaced by a new sexually-impartial apparel line.
