Target's New Kids Home Collection Shoots For Imagination, Away From Stereotypes
MINNEAPOLIS (WCCO) – Target has re-imagined décor for kids' rooms with a new line of products that avoids stereotypical colors and themes that are separate for boys and girls.
Instead, the Minneapolis-based retailer wants kids (and their parents) to be able to mix and match bedding and furniture items to create unique combinations that fit seamlessly with the style of a family's home while remaining true to a child's personality.
The new line is called Pillowfort, and it debuts in stores and online later this month. Target says there are 1,200 items in the new line, and prices range from $5-$60 for bedding and $40-$600 for furniture.
Target say its design team got feedback from kids and parents about what a child's room should look like. Using their answers as inspiration, the designers crafted items and patterns that can be combined in various ways to create unique and fun rooms.
Gone are pink princess sheets and football lamps. In their place are more imaginative offerings, such as animal-shaped pillows that look handmade and a teepee-like fixture that goes over a child's bed.
Target says Pillowfort has the look of a collection found in a boutique but with a much more reasonable price tag.
The company's move away from traditional gender roles for kids' rooms comes after the retailer phased out gender-based signs in its toy isles following online criticism.