Target goes gender-neutral for kids home brand

STAR TRIBUNE: Target took gender neutrality to next level with its new bedding line for kids.

Share this article!

Last fall, Target Corp. took its first baby steps toward a more gender-neutral store when it took down the “boys” and “girls” signs in its toy and kids’ bedding aisles.

Now, the Minneapolis-based retailer is taking it further with a new kids’ home décor line that blurs the lines between what is for girls and what is for boys. The new Target brand, Pillowfort, will hit stores later this month and will replace another longtime in-house brand, Circo, as part of a top-to-bottom shake-up of the retailer’s kids’ business as Target looks to reclaim its style edge.

Read the full story here.