The Story Behind the Collection

In the Toy Aisle...

As parents, we noticed a difference in toys that were marketed to boys and girls (read our story here). And we were bothered by it. Boys' toys and clothing celebrated action, girls' toys and clothing celebrated beauty and nurture. But all children should have the opportunity to benefit from all play genres. And so we created Hart and Hero.

Hart and Hero was born out of a need to bridge the gender play gap. We wanted to design a gender-neutral capsule playroom collection that would give children the opportunity to discover foundational play genres that they had been locked out of due to social stereotypes. Like… a doll stroller for boys.

We started speaking to people. Starting conversations with other parents in the park. On the Starbucks line. In the airport. Does your son have a doll stroller? Would you let him play with one? Why not? (we’ll admit it. We were lowkey shameless.)

The Fear of 'Soft'

One recurring concern that we kept hearing was the word ‘soft’. They didn’t want their son to be soft. They wanted him to be strong. Tough. Manly. And the thought of their little boy pushing a doll stroller made them… uncomfortable. Soft seemed to be equated with weak.

These parents were former Marines. Security guards. Teachers. Stay-at-home moms. Entrepreneurs. And these moms and dads were often pushing strollers themselves. Carrying diaper bags, holding babies. Did that make them weak? Any less man? 

This concern prompted us to delve deeper into societal messaging about caregiving and weakness. We observed that parents, regardless of their background, exhibited strength in caregiving roles, debunking the stereotype that nurturing is a weaker quality.
But as parents, we knew that the role of caregiver was anything but weak.

We decided to combat the "pushing a doll stroller is weak" narrative by adding a superhero element. Superheroes are known for stepping up and helping those weaker than them. Isn't that what caring for others is? Alongside the doll stroller, we added a cape, superhero pajamas, and a superhero doll. Over our two years of product development, our homes became full of capes and superhero pajamas. And then something unexpected happened.

The Power Within

Our journey was a collaborative effort involving educators, designers, psychologists, and fellow parents. After two years of extensive research and refinement, we were ready to introduce our launch collection. This collection was designed to empower children to feel strong and heroic as they engaged in role-playing, particularly within the family context.

Interestingly, during the development phase, the superhero capes and suits evolved beyond mere accessories. Children, when adorned with them, experienced a profound sense of empowerment and discovered their inner heroes. "Hartie" and their power playsets played a pivotal role in helping children navigate challenges and cultivate resilience.

Over those two years, we witnessed the profound impact of our Hello Hero pajamas. It wasn't just about challenging gender stereotypes; it was about empowering kids to embrace their strengths and resilience, fostering a sense of heroism within themselves.

Hart & Hero transcended being just a collection; it became a movement—a movement that challenges norms and celebrates the strength found in kindness and courage. Together, let's continue to empower our children to defy expectations, embrace diversity, and discover the heroes within themselves.