Fruit of the Loom now offers DC Comics licensed superhero underwear for girls, and it’s a huge hit!
In two articles for The Good Men Project – “Buying Boys’ Underwear for My Daughter” and “Kids Challenging Gender Barriers, One Pair of Batman Undies at a Time” – I talked about the limited gender options available for children who enjoy character underwear. (Girls get princess underwear, boys get superhero underwear, and never the twain shall meet.) I argued that, if parents want retailers like Target or Wal-Mart to offer less gender-marketed character underwear options for their kids, they would have to start giving retailers new sales data to work with. They would have to show manufacturers and retailers alike that there is a viable DEMAND for these kinds of kids’ character underwear.
And, amazingly, that’s exactly what happened.
After my first article was published, GMP was contacted by Fruit of the Loom, who wanted to announce that, “As of January 2013, Fruit of the Loom has added DC Comics licensed underwear to our girls’ product line! We now offer Wonder Woman, Bat Girl and Super Girl underwear for girls.” This great piece of news was also picked up by A Mighty Girl, an amazing online resource that touts “the world’s largest collection of books, toys, movies, and music for parents, teachers, and others dedicated to raising smart, confident, and courageous girls.”
On February 8th, A Mighty Girl linked to Fruit of the Loom’s new superheroes for girls’ underwear on their Facebook page. One hour later, A Mighty Girl had to post a follow-up on Facebook announcing that the underwear had completely been SOLD OUT. In ONE HOUR. (Their initial announcement about the underwear was liked on FB almost 1,000 times and shared almost 500 times.)
On February 15th, A Mighty Girl again posted on their Facebook page that Fruit of the Loom’s superheroes for girls underwear were back in stock. And, AGAIN, with an HOUR, Fruit of the Loom was sold out once again.
Retailers and manufacturers – I hope you’re listening.
From all of the comments The Good Men Project has received from parents and the remarkable response that these gender-inclusive options have received on sites like A Mighty Girl, it appears that the data is speaking volumes. There is a clear demand for less-gendered character underwear for kids. People want these options available for their children. Hopefully, the success of Fruit of the Loom’s new superheroes for girls line will inspire other manufacturers and retailers to follow suit and start experimenting with offering more progressive options for girls and boys alike.
*Batman-themed, featuring Batgirl.
Feature photo: andertoons/Flickr