Brands are tweaking their marketing strategies to reach the Millennial parents raising “theybies,” or gender neutral children.

Brands are tweaking their marketing strategies to reach the Millennial parents raising “theybies,” or gender neutral children. Target made their children’s bedding and toy aisles more inclusive by eliminating gendered references online and in-store while Banana Republic released a gender-free capsule collection. The founder of Jessy & Jack, a gender-neutral clothing brand for babies, expects more brands to catch on, but thinks they need to go a step further to please the Genreless Generation by, for instance, no longer associating boys’ clothes with aggressive sports. (AdAge)