A gender-neutral makeover will see Mr. Potato Head become the toy formerly known as Mr. Potato Head.
The classic toy’s branding is being “reimagined for the modern consumer,” its US maker Hasbro announced. Later this year, the toy – launched some 70 years ago – will be named Potato Head on packaging.
Other toy companies have recently taken similar decisions, breaking with traditional gender norms.
The company said of the name change, “Hasbro is making sure all feel welcome in the Potato Head world by officially dropping the Mr. from the Mr. Potato Head brand name and logo to promote gender equality and inclusion.”
The rebranded toy can be assembled with a selection of different body parts and clothes.
Hasbro said the toy will allow children “to imagine and create their own Potato Head family,” but added the Mr. and Mrs. Potato Head characters would still be available to buy, but didn’t provide more details.