Feb. 25 (UPI) -- Hasbro announced Thursday it's eliminating the "Mr." from the name of its popular Potato Head toys to offer children a gender neutral way to play.
While the brand name of the toy will no longer feature the title "Mr.," Hasbro said it will still sell individual Mr. and Mrs. toys under the gender-neutral Potato Head banner.
The initiative coincides with the launch of a new Potato Head family toy, which includes two large potato bodies, one small potato body and 42 accessories to create characters of children's choosing.
"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," Hasbro said in a statement.
The new Potato Family Pack "will celebrate the many faces of families allowing kids to imagine and create their own Potato Head family."
Hasbro said the rebranding will feature "more inclusive messaging" and products to "appeal to the modern consumer."
The move comes amid growing efforts by companies, organizations, the entertainment industry and the government to become more gender inclusive in products, language and other facets of life.
House Speaker Nancy Pelosi proposed in January to change all pronouns and familial relationships in the House rules to be gender neutral, Mattel introduced a gender-neutral doll line in September 2019, and the MTV Movie & TV Awards now hand out gender-neutral acting awards.