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Mr. Potato Head, the classic Hasbro toy brand that includes the mustached Mr. Potato Head and clean-shaven Mrs. Potato Head, will soon be renamed “Potato Head”, the neutral toy line.
The new branding will be reflected on packaging slated to debut later this year, the Associated Press reported Thursday.
Hasbro says its Mr. Potato Head brand, which includes Mr. Potato Head and Mrs. Potato Head, along with other varieties of toy tubers, is simply changed to “Potato Head” to “better reflect the full range”. The brand points out, however, that none of the individual toys will be renamed.
“As we rename the Mr. Potato Head brand to Potato Head to better reflect the full range, the iconic Mr. and Mrs. Potato Head characters are not going anywhere and will remain Mr. and Mrs. Potato Head,” Mark wrote in a statement shared with Fox News.
Mr. Potato Head, the classic brand of toy Hasbro which features Mr. Potato Head mustache and clean-shaven Ms. Potato Head will soon be renamed non sexist Line of toys “Potato Head”.
(Rich Polk / Getty Images for Variety))
Mr. and Mrs. Potato Head were still listed under their original names on the Hasbro website Thursday afternoon.
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Kimberly Boyd, senior vice president of global brands and general manager of Hasbro, told Fast Company that the rebranding reflects our modern times.
“The culture has evolved,” Boyd told the outlet. “Kids want to be able to represent their own experiences. The way the brand exists now – with the ‘Mr.’ and ‘Ms.’ – is limiting with respect to both gender identity and family structure. “
Boyd added that Hasbro is hoping the rebranding will allow children to form “little potato families” as they see fit.
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The toy that would become Mr. Potato Head was originally designed in the early 1940s by Brooklyn-born inventor George Lerner, who originally planned to market only face parts and thumbtack-like body parts ( consumers would provide their own vegetables to jab the pieces in). He first sold the idea to a grain company, which planned to use the coins as a prize, before the Hassenfeld brothers learned of Lerner’s idea and bought it out, according to the National Toy Hall of Fame. The toy quickly went into production and made its debut in 1952 under its new official name: Mr. Potato Head.
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The Associated Press contributed to this report.
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