Change is on the cards this Father’s Day
Messages for trans men, same sex parents and single mothers adorn ranges by diversity-conscious firms
FATHER’S DAY used to be simple: a plain card and perhaps a pair of socks. But the make-up of modern families is becoming more complex, and this year the choice of cards reflects that. Paperchase has cards for single mothers with messages including: “Who said the best dad in the world can’t be a mum?”
Hallmark has one aimed at gay couples: “World’s greatest dad? I’ll take two.” Now, many high street card shops say they are looking to expand their range after LGBT campaigners called on retailers “to make our society a more open and kind environment for the forgotten or marginalised”.
One brand, the Little Rainbow Paper Co, based in Canada, but which ships to the UK, says: “Our cards are for everyone, but [we] focus on queer and quirky, LGBTQ cards and prints that help us celebrate our lives and relationships in meaningful ways.”
It sells a card with a love heart painted in the light blue, pink and white colours of the transgender flag with the phrase “1st Father’s Day” – designed for parents who have transitioned. Another seller is marketing a card that reads: “Happy Father’s Day to the woman who raised me”, which is described as “perfect for those raised by a transgendered parent or two mothers for whom they wish to acknowledge one of them especially for Father’s Day”.
Among the online range aimed at gay fathers is one whose messages include “Two dads are better than one”, “Happy Father’s Day, to my two dads because I’m lucky enough to have two of you” and “Happy Father’s Gay!”
Paperchase, which has hundreds of stores worldwide, is selling Father’s Day cards for single mothers, one with the bold wording: “Who needs a dad when your mum has balls?”
Campaigners have called for other major retailers to follow suit.
Mermaids, a trans-supporting charity, said: “It’s really moving to think of the transgender dads this year getting something from their child saying ‘I love you, no matter what’.”
Stonewall, the gay rights charity, said: “It’s important [to] consider LGBT customers and ensure they’re celebrating all dads this Father’s Day.”
Card firms agree. Cards Galore said: “We understand there are lots of different family structures and we appreciate diversity and cultural needs.”
Clintons said: “We’ve extended our ranges over the years, reflecting changing demographics.” Moonpig, which creates personalised cards online, said it was “moving away from some of those toxic assumptions of parenthood, love, gender and orientation”.
‘It’s really moving to think of the transgender dads this year getting something from their child saying “I love you, no matter what”’