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Target partners with Stockholm clothing company to launch gender-neutral children’s line

MadelyneAshworth | July 13, 2017

Target has partnered with Toca Boca, an innovative children’s clothing, toy and video game company, to launch a new gender-neutral clothing line for kids.

The clothing line will be available at Target in stores and online beginning next week on July 17, which will include sizes 4 to 16.

“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,” said Toca Boca Head of Consumer Products Mathilda Engman in their press release. “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.”

Toca Boca, a company that launched in Stockholm in 2011, started as a digital video game toy series and has since evolved into creating physical consumer products. Many of the toys they now sell were originally featured in the games.

“The cult following our digital toys have amassed among kids around the world is awe-inspiring,” said Toca Boca COO Caroline Ingeborn in their press release. “Toca Boca’s vision is to be a category-independent brand, and the move into physical products marks a major milestone toward that goal.”

The collection will include not only apparel, but also accessories, sleepwear, backpacks, bedding, activity books and lunch bags.

Target has recently taken many efforts to promote and include gender-neutral branding and options. In 2015, Target announced they would stop separating toys and bedding into ‘girls’ and ‘boys’ categories.

Last year the company announced they would spend $20 million to install gender-neutral restrooms in all of their stores.

“We don’t want to impose gender norms and we want to have something for everyone,” Engman said in an interview with Digiday. “It’s important that everyone, regardless of gender, can find something. It’s been something we’ve worked on from the very start.”

For more information or to browse the new clothing line, visit Target.com.