Beyond gender

Target’s latest range of pillows, bedding, furniture and soft toys forms the single largest collection of gender-neutral products from any retailer, with more than 1,200 products. The collection appeals to the attitudes of Millennial parents who want their children to grow up without the limitations imposed by traditional gender stereotypes.

Its Pillowfort range takes inspiration from themes such as Tropical Treehouse, Stellar Station and Ocean Oasis that encourage play and set imaginations into overdrive. While pink and blue are still included in the collection, it is more about the individual tastes of each child, with non-gender-specific motifs such as stars, trees and bicycles featuring throughout.

‘Who are we to say what a child’s individual expression is? We really wanted to develop a collection that would be universal,’ Julie Guggemos, Target’s senior vice-president of design and product development, told StarTribune.