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5 April 2018updated 24 Jun 2021 12:24pm

The endless explosion of the gender-reveal industry

A new industry has exploded like a pile of pink dust from a popped balloon.

By Amelia Tait

At the best gender-reveal parties, safety eyewear must be worn at all times. In recent years, expectant parents have hosted gatherings to reveal the sex of their unborn child – and in recent-recent years, products designed for these parties have exploded in popularity.

For £129, you can purchase a single car tire that will generate a plume of blue or pink smoke. Simply mount the Highway Max Coloured Smoke tire onto your car, invite your friends and family over to your driveway, and rev your engine. The official website makes it clear that this may stain your vehicle or wheels. It also instructs – twice – that safety eyewear must be worn at all times.

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