(FAST COMPANY) – This fall, you’re cordially invited to Mr. Potato Head’s wedding. He’s marrying his partner of many years, another Mr. Potato Head. And I promise it’s going to be the party of the year, with – you guessed it – plenty of spuds on the menu.
The toy giant Hasbro is rebranding its iconic Mr. Potato Head toy by dropping the “Mr.” from the name. On the surface, it may seem like a subtle shift, but it is designed to break away from traditional gender norms, particularly when it comes to creating Potato Head families—how toddlers frequently play with the toy, according to Hasbro’s research. But starting this fall, when the new brand is unveiled, kids will have a blank slate to create same-sex families or single-parent families. It’s a prime example of the way heritage toy brands are evolving to stay relevant in the 21st century.