Mr. Potato Head is going gender-neutral, Hasbro says
Mr. Potato Head is no longer a mister.
Hasbro, the company that makes the potato-shaped plastic toy, is giving the spud a gender neutral new name: Potato Head. The change will appear on boxes this year.
The series, featuring a plastic potato with removable parts like eyeglasses, a mustache, nose and mouth, will also be more sustainably made, the company said Thursday in a presentation to investors. Last year, Hasbro said the products would be made from “plant-based plastic” and have less plastic packaging.
Many toymakers have been updating their classic brands in recent years, hoping to relate to kids today and to reflect more modern families.
“It’s a potato,” said Ali Mierzejewski, editor in chief at toy review site The Toy Insider. “But kids like to see themselves in the toys they are playing with.”
Barbie, for example, has shed its blonde image and now comes in multiple skin tones and body shapes. Thomas the Tank Engine added more girl characters. And American Girl is now selling a boy doll.
As part of the rebranding, Hasbro will release a new Potato Head playset that will let kids create their own type of families, including two moms or two dads. The Mr. and Mrs. Potato Head characters will live on in some form, Hasbro said, but didn’t provide details.
Dropping the “Mr.” from its name could encourage other companies to not assign genders to its toys, a trend that has already been happening, said Mierzejewski. Barbie maker Mattel released a gender-neutral doll line in 2019. But Mr. Potato Head is one of the biggest brands to do so.
“It’s setting this new standard,” Mierzejewski said.
Mr. Potato Head first hit the toy scene in 1952, when it didn’t even come with a plastic potato – kids had to supply their own vegetable to poke eyes, a nose or mustache into. Hasbro, which also makes Monopoly and My Little Pony, bought the brand and eventually added a plastic potato.
The line has been altered to keep up with the times before -- a pipe was dropped in 1987 over tobacco concerns. In 1992, the Potato Head backstory was rewritten to embrace a more active lifestyle and lose references to “couch potatoes,” according to Hasbro.