Field type Data unable to add as a custom field

Hello all,
In item master I am unable to add more data field. I am the getting following error


pymysql.err.OperationalError: (1118, ‘Row size too large. The maximum row size for the used table type, not counting BLOBs, is 65535. This includes storage overhead, check the manual. You have to change some columns to TEXT or BLOBs’)

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