Mr Potato Head goes gender-neutral and loses his title in modern makeover after 70 years

HASBRO has rebranded their Mr Potato Head line to break away from "gender norms."

Hasbro, the company that makes the potato-shaped plastic toy, is giving the spud a gender-neutral new name: Potato Head.

The toy will have a genderless nameCredit: GETTY IMAGES

Mrs Potato Head was launched one year after Mr. Potato Head

The change will appear on boxes this year.

Hasbro announced on Thursday that the "Mr Potato Head" brand would not just be called "Potato Head," which has been around for about 70 years, needed a modern makeover.

The company tweeted: "Hold that Tot – your main spud, MR. POTATO HEAD isn’t going anywhere!

"While it was announced today that the POTATO HEAD brand name & logo are dropping the ‘MR.’ I yam proud to confirm that MR. & MRS. POTATO HEAD aren’t going anywhere and will remain MR. & MRS. POTATO HEAD."

Hold that Tot – your main spud, MR. POTATO HEAD isn’t going anywhere! While it was announced today that the POTATO HEAD brand name & logo are dropping the ‘MR.’ I yam proud to confirm that MR. & MRS. POTATO HEAD aren’t going anywhere and will remain MR. & MRS. POTATO HEAD pic.twitter.com/6I84KrxOLQ
— Hasbro (@Hasbro) February 25, 2021

Mr Potato Head was launched in 1952 for the sum of $0.98 – which is $10 in today’s currency.

At the time, families had to supply their own real potato which kids would then turn into little people.

'MODERN MAKEOVER'

They used some plastic pieces in the box to build hands, feet, eyes, and add accessories such as a pipe.

One year later, Mrs Potato Head launched with feminized accessories, such as hair bows and red high heels.

More than one million kits were sold in the first year alone.

The company also started to sell Mr Potato Head family sets, with a male and female character as well as smaller potato children.

The new Potato Head brandingCredit: Hasbro

Hasbro said the brand needed a makeover

Kimberly Boyd, an SVP and GM at Hasbro who works on the Potato Head brand, said the brand now wants to stop leaning so heavily into this traditional family structure, Fast Company reports.

She said: "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."

The brand aims to leave children free to do what feels more natural to them, without imposing limits on gender identity or expression.