Target’s Gender-Neutral Kids’ Home Collection Is Freaking Adorable

Target is once again giving the middle finger to gender norms, this time with a home collection for kids that eschews labels and cutesy motifs in favor of more modern colors and designs. The Pillowfort collection will offer sheets, pillows, stuffed animals, and funky objets d’art that would look right at home on your favorite Pinterest page. The Star Tribune interviewed Target’s SVP of design and product development, Julie Guggemos, who didn’t mince words about their new line.

“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 expression is? We really wanted to develop a collection that would be universal,” she said.

Although some of the collection can be read as more typically masculine or feminine, the colors aren’t as garish as your typical kids’ bedroom décor, but more importantly, they aren’t labeled or otherwise separated. For Target, their on-the-ground research with kids pointed the way. “Girls were picking prints that the boys picked and vice versa. They’re not afraid to express who they are. We picked up on that right away and decided we were getting in our own way a little bit with some of those paradigms… It’s time to change.”

Here’s hoping some mischievous Facebook users are ready to battle the haters on Target’s behalf once again.

[Scary Mommy]