The war on the pink aisle continues.
The newest ad for Barbieâ€™s Moschino doll line features a new figure for the first time ever â€” a boy.
â€œMoschino Barbie is so fierce!â€ the boy yells before placing a designer purse on the dollâ€™s arm. The ad features him and two girls touting Mattelâ€™s already popular line that includesÂ clothes and accessories from the fashion designer Moschino.
The ad, released earlier this month, is the latest in a series of steps to remove gender from toy shopping. Target made waves this year when it decided to stop labeling toys as for boys or girls, simply using the term â€œkidsâ€ instead, while Hasbroâ€™s Easy-Bake Oven moved to a gender-neutral product a few years ago.
Some critics have taken issue with the move to integrate the boysâ€™ and girlsâ€™ toys, though research suggests moving away from such distinctions is a good thing. And gendered marketing has become an increasing target for online mockery in recent years.
The boy, who rocks a junior Macklemore haircut, issues a coy wink at the end of the ad â€” perhaps a nod to the girl in this viral video, viewed nearly 5 million times, who ranted about â€œWhy do girls have to buy pink stuff?â€