Target Debuts An All-Gender Product Line For Kids

Target Debuts An All-Gender Product Line For Kids
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The clothing line from Toca Boca was made in collaboration with a Swedish game developer

Leo Lutero
  • 13 july 2017

Target will soon be selling a genderless clothing line for kids. Continuing its commitment to making Target stores as inclusive as possible, the retail giant will be exclusively retailing Toca Boca‘s first clothing line. The company from Sweden was once just an app-maker before switching gears to actually create a fashion collection. However, It won’t be Toca Boca’s first venture into smashing gender stereotypes.

The collection will feature colorful clothing and accessories for kids consisting of light tees, jackets, plushies, bags and other accessories. For those expecting “genderless” clothing to be boring, the collection will undoubtedly be a pleasant surprise.

Toca Boca 3.png

So what makes clothing “genderless”? It’s a surprisingly data-driven effort from Toca Boca. In a report by Fastcodesign, the company observed how kids from all walks of life and backgrounds react to game elements. They also asked the children themselves for feedback, in turn providing the Swedish game developer with a lot of data on what children’s preferences.

The result is a fun assortment of prints featuring notable characters from the games. What’s more, its game library will not be running out of one-of-a-kind characters anytime soon. In an avatar game like Toca Hair Salon 3, children are allowed to sample a refreshingly diverse amount of quirky styles. For Toca Boca, the clothing line is just a continuation of their vision as a company. Mathilda Engman, head of the project, says:

“Everything we make at Toca Boca is designed for all kids; it’s our mission to make sure no kid ever feels excluded by Toca Boca. True to those values the collection was designed with inclusivity in mind, and we are so excited to see it will be merchandised together as a collection sitting between the boys and girls aisle of many Target stores.”

The items will hit the floors in all Target stores and online on July 17. Sizes range from 4 to 16.

Toca Boca

Target will soon be selling a genderless clothing line for kids. Continuing its commitment to making Target stores as inclusive as possible, the retail giant will be exclusively retailing Toca Boca‘s first clothing line. The company from Sweden was once just an app-maker before switching gears to actually create a fashion collection. However, It won’t be Toca Boca’s first venture into smashing gender stereotypes.

The collection will feature colorful clothing and accessories for kids consisting of light tees, jackets, plushies, bags and other accessories. For those expecting “genderless” clothing to be boring, the collection will undoubtedly be a pleasant surprise.

Toca Boca 3.png

+children
+Design
+Fashion
+gaming
+retail
+Sweden
+target

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