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Mr. Potato Head brand plugs in to gender-neutral trend

(AP) — Hasbro created confusion on Thursday when it removed the gender from its Mr. Potato Head brand but not from the actual toy.

The company, which has been making the potato-shaped plastic toy for nearly 70 years, announced Thursday morning that it was dropping “Mr.” from the brand in an effort to make sure “all feel welcome in the Potato Head world.” It also said it would sell a new playset this fall that will let children create their own type of potato families, including two moms or two dads. The announcements set off a social media frenzy over the beloved toy.

Later that afternoon, Hasbro clarified in a tweet that the Mr. and Mrs. Potato Head characters will still exist, names and all, but the branding on the box will say “Potato Head.”

“While it was announced today that the POTATO HEAD brand name & logo are dropping the ‘MR.’ I yam proud to confirm that MR. & MRS. POTATO HEAD aren’t going anywhere and will remain MR. & MRS. POTATO HEAD,” the company tweeted.

Many toymakers have been updating their classic brands in recent years, hoping to relate to today’s children and reflect more modern families.

“It’s a potato,” said Ali Mierzejewski, editor in chief at toy review site The Toy Insider. “But kids like to see themselves in the toys they are playing with.”

Barbie, for example, has shed its blonde image and now comes in multiple skin tones and body shapes. The Thomas the Tank Engine toy line added more female characters. And American Girl is now selling a boy doll.

As part of the rebranding, Hasbro will release a new Potato Head playset this fall that will let children create their own type of families, including two moms or two dads.

The Mr. and Mrs. Potato Head characters will live on in some form, Hasbro said, but didn’t provide details. Both have appeared in the “Toy Story” movies.

Dropping the “Mr.” from its brand name could encourage other companies to stop assigning genders to its toys, a trend that has already been happening, Mierzejewski said. Barbie maker Mattel released a gender-neutral doll line in 2019. But Mr. Potato Head is one of the biggest brands to do so.

“It’s setting this new standard,” Mierzejewski said.

GLAAD, an LGBTQ advocacy group, applauded the genderless toy potato.

“Hasbro is helping kids to simply see toys as toys, which encourages them to be their authentic selves outside of the pressures of traditional gender norms,” Rich Ferraro, GLAAD’s chief communications officer, said in a statement.

Mr. Potato Head first hit the toy scene in 1952, when it didn’t even come with a plastic potato — children had to supply their own vegetable to poke eyes, a nose or mustache into. Hasbro, which also makes Monopoly and My Little Pony, bought the brand and eventually added a plastic spud.

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