(WWJ/AP) Mr. Potato Head is no longer a mister.
Hasbro, the company that makes the potato-shaped plastic toy, is giving the spud a gender neutral new name: Potato Head.
The change will appear on boxes this year, according to a report on Thursday by The Associated Press.
This comes as toy makers have been updating their classic brands to appeal to kids today. Barbie has shed its blonde image and now comes in multiple skin tones and body shapes. Thomas the Tank Engine added more girl characters. And American Girl is now selling a boy doll, as well as a version with lesbian aunts.
Hasbro said Mr. Potato Head, which has been around for about 70 years, needed a modern makeover.
As far as exactly what will change about the classic toy, other than the name, that's not clear just yet. Typically, Mr. Potato Head would would come with plastic body parts and accessories, including glasses, a dapper black cap and masculine moustache, that children could add to change his look. Although, if a womanly appearance was desired, more feminine pieces were not initially provided.
Hasbro eventually made up for that by offering a Mrs. Potato Head version of the toy — as popularized in the "Toy Story" films — which included options such as a longer hair, a purse, jewelry and a floral hat.
Other versions have been offered in recent years to tie into other movies, too, such as the Star Wars-themed "Darth Tater" and Transformers-themed "Optimash Prime."
Reaction to the change so far as been mixed on social media, with posts expressing a range of emotions from surprise, to disgust; while many others stuck to sarcasm.
Matt Walsh @MattWalshBlog wrote on Twitter: "I told my 7-year-old daughter that Mr. Potato Head is gender neutral now and she smiled and said, 'This is the greatest day of my life. Finally I can be at peace.' We hugged and I started sobbing. It was so beautiful."
Tim Dillon @TimJDillon commented: "Mr Potato Head is now non binary. You still don’t have health insurance."
Ben Shapiro @benshapiro tweeted: "Society is not truly free or safe until all Potato Heads can use the planter of their choice."
Others weighing in have been supportive of the change, surmising that kids — presented with blank potato — will be able to create whichever character they want, without the constraints of gender norms.