Toca Boca found a strategic playmate in Target, which eliminated gender designations in its toy section in 2015. “We believe these details are important because we want kids, regardless of gender or other type of background, to be able to play together,” Engman says. “We need [our partners] to understand our brand, and we also need to be very hands-on. We don’t want to impose any gender roles in the products we do.”