Mr. Potato Head is not being canceled, Hasbro CEO says

Hasbro Chairman and CEO Brian Goldner explains the decision to drop the word "mister" from the brand name of its "Potato Head" toy and says that both male and female characters will continue to be sold under the "Potato Head" brand name.

It's a notable change from one of the world's largest toy makers to untether one of its most famous products from a binary gender identity — something that was far less controversial in 1952, when Hasbro introduced the decidedly male and playfully anthropomorphic tuber.

"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," the company said. The rebranded toy launches this fall.

News of the name change emerged at an investors meeting. Hasbro later tweeted about it, assuring fans that although the brand name is changing, the characters of Mr. and Mrs. Potato Head "aren't going anywhere." Those character names will still appear on the boxes under the new brand name.

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