Hasbro has tweeted that the characters will remain as Mr. and Mrs. Potato Head.
The “Mr. Potato Head” brand name is changing to “Potato Head” to create a more gender-neutral and inclusive “Potato Head” brand. The toys have been gendered since Mr. Potato Head’s introduction in 1952 and both appeared in the Toy Story film series.
The Mr. and Mrs. Potato Head toys were already made out of the same potato-shaped base but came with different gendered accessories. A single Potato Head toy set will make marketing and packaging simpler for Hasbro. The Potato Head line can now be displayed all in one place at a toy store, instead of being separated into gendered aisles where shoppers might have trouble finding all the accessories they want. Some stores have begun removing gendered aisles altogether. That being said, Hasbro stated that the Mr. and Mrs. Potato Head characters will continue to exist in some form beyond just their depictions in the Toy Story films.
Though the Mr. and Mrs. Potato Head licensing is not owned by Disney, this does go along well with the company’s recent inclusion diversity efforts, especially considering Potato Head toys continue to be sold in some Disney Parks.
It was originally thought that new Potato Head toys would appear in stores later this year. The change in toys would likely not affect any Toy Story merchandise or attractions.
Hasbro later tweeted the following.
It’s unclear if this refers to Mr. and Mrs. Potato Head as characters only remaining, or if the toy sets will continue to be gendered while the logo and brand name are not.
Kimberly Boyd, Hasbro’s senior vice president of global brands, said earlier, “Culture has evolved. Kids want to be able to represent their own experiences. The way the brand currently exists—with the ‘Mr.’ and ‘Mrs.’—is limiting when it comes to both gender identity and family structure.”
