No More “Mr” in Hasbro’s Potato Head Brand

The iconic toy brand, Mr. Potato Head, which also includes Mrs. Potato Head, will be undergoing a gender-neutral rebranding soon to be known simply as “Potato Head.”

Packaging, which is set to roll out later this year, will reflect the launch of the new branding.

Hasbro, which has manufactured the popular children’s toy since 1952, says the company’s efforts to rebrand are to reflect a more modern era.

Kimberly Boyd, senior vice president of global brands and general manager at Hasbro, told Fast Company “Culture has evolved” adding “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.”

Hasbro took to social media on Thursday to clarify the marketing adjustment assuring its customers that Mr. and Mrs. Potato Head, as named, are not going anywhere. It is the overall branding of the popular toy line which will simply be dubbed “Potato Head.”

The freshly renamed Potato Head toy line comes with a new product called “Create Your Potato Head Family” that, according to Boyd includes “enough potatoes and accessories for kids to create all types of families.”

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