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.
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Toy makers have been updating their classic brands to appeal to kids. 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.
Hasbro said Mr. Potato Head, which has been around for about 70 years, needed a modern makeover.
"While we’re renaming the Mr. Potato Head brand to 'Potato Head' to better reflect the full line, the iconic Mr. and Mrs. Potato Head characters aren’t going anywhere and will remain Mr. and Mrs. Potato Head," Hasbro told TODAY Parents in a statement.
"The new product we announced today, 'Create Your Potato Head Family,' is a kit that includes enough potatoes and accessories for kids to create all types of families."
This story has been updated since it was first published and includes reporting by TODAY Parents.