Target is dipping its toes into unisex clothing for kids.
It's new kids' apparel line, Cat & Jack, which began hitting stores this month, includes a small selection of shirts and hoodies under the label "tees for all" on Target.com. The items are availably only online and come in the basic colors of black, white and gray. The slogans on them are also pretty universal, appealing to any gender, such as "Artist," "Smart & Strong," "Rock Star," "Future President," and "Athlete."
The mini-collection was inspired by the feedback Target received from kids when developing the new line. Some expressions they bounced off of its focus groups resonated with both boys and girls.
"Throughout the development process with Cat & Jack, we've been working hand in hand with guests on the assortment," said Joshua Thomas, a Target spokesman. "As we were working with kids specifically on graphic tees, it became clear there was an assortment that appealed to boys and girls."
A recent Associated Press story chronicled the small but growing number of unisex options for parents looking for kids clothes that don't reinforce gender stereotypes. So far, most of the movement has been among new online brands popping up, but some mass retailers have been expanding its offerings too such as Zara and Lands' End.
It's a tricky line for mass retailers trying to appeal to a wide audience. When Target took down its "boys" and "girls" signs in the toy aisles last year, the move was heralded by many, but lambasted by others.
Earlier this year, Target launched a new kids home brand called Pillowfort that while it has plenty of pinks and blues in it, also includes gender-neutral patterns and colors. Target leaders said it was in response to feedback they heard from boys and girls, who were often interested in the same themes and prints.
As for Target's Cat & Jack kids clothing line, the vast majority of the collection is geared towards either boys or girls. But it does venture into some non-traditional gender territory by offering some motifs such as dinosaurs on girls' shirts.
While Cat & Jack has been out in stores just for a couple weeks, Thomas, the Target spokesman, said the response thus far has been "phenomenal."