Mr. Potato Head gets woke

Starting this fall, the classic children’s toy Mr. Potato Head will be rebranded as a gender neutral spud.

Toy manufacturer Hasbro is dropping “Mr.” and calling it simply “Potato Head.” The move is to be more gender inclusive and allow children to create same sex families in the playroom.

“The sweet spot for the toy is two to three years old,” says Kimberly Boyd, an SVP and GM at Hasbro. “Kids like dressing up the toy, then playing out scenarios from their life. This often takes the form of creating little potato families, because they’re learning what it means to be in a family.”

“Culture has evolved,” she went on to say. “Kids want to be able to represent their own experiences. The way the brand currently exists—with the “Mr.” and “Mrs.”—is limiting when it comes to both gender identity and family structure.”

The company says by selling genderless toys, kids can create a family they see as most natural whether that be a traditional family unit or a same sex union.

Twitter users reacted to the news by both slamming and applauding the company.

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