Almost 70 years since his debut, Mr. Potato Head is dropping the "Mr." and becoming gender-neutral.

"Culture has evolved," Kimberly Boyd, an SVP and GM at Hasbro who works on the Potato Head brand, told Fast Company. "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."

Hasbro celebrated the 60th wedding anniversary of Mr. and Mrs. Potato Head in 2012, but now the toymaker wants to "stop leaning so heavily into this traditional family structure."

“The sweet spot for the toy is 2–3 years old,” Boyd added. “Kids like dressing up the toy, then playing out scenarios from their life. This often takes the form of creating little potato families, because they’re learning what it means to be in a family.”

Hasbro isn't the only toy company to introduce gender-neutral options. In 2019, Mattel introduced the world’s first gender-neutral doll, part of its Creatable World doll kits.

The re-branded Potato Head toys will be available this fall.