Maurice Chittenden
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PARENTS are staging a fight-back against toy industry practices they claim are “sexualising” young children, and have named seven items they consider among the most offensive.
The list includes a Peekaboo pole-dancing kit, thongs for young girls emblazoned with the phrase “eye candy” and pink eraser and stationery sets stamped with the bunny logo of Hugh Hefner’s Playboy empire.
Since the list was posted on Alpha Mummy, a blog for working mothers on Times Online , it has received 75,000 hits in a week and women’s groups are picketing chains such as WH Smith that stock the products.
Campaigners argue that modern pop culture has made sexuality so ubiquitous that it is costing children their innocence and dignity. They want schools to ban suggestive toys to protect pupils in the way some have outlawed Heelys wheeled trainers and iPods on safety grounds.
Michele Elliott, the director of the children’s charity Kidscape, who has challenged toy makers about the practice, said: “It is excellent that parents are starting to rebel. None of us is a prude but it is time people said ‘no more’ and voted with their money.
“There will always be some bubble-headed parents who will buy these toys but what they are doing is sexualising their children before they are ready. Kids should be allowed to develop and learn these things at their own pace.”
The campaign is aimed at a marketing phenomenon nicknamed “kids getting older younger” or “age compression” in Britain’s £2.2 billion-a-year toy industry.
Ten years ago cuddly toys linked to a film such as The Lion King could make £500m for Disney. But dolls and stuffed animals that a decade ago were bought for eight to 10-year-olds are now sold to children under six. Their older brothers and sisters are rejecting traditional toys in favour of more sophisticated products previously aimed at teenagers.
The competition from the internet, MP3 players and cellphones means toy manufacturers are increasingly tempted to market adult-oriented products to children. The trend towards increasingly “adolescent” toys for young children has spread to giving a “sexy” image to clothes and toys.
One of the seven toys on the campaigners’ list is a Bratz Forever Diamondz Doll Funky Torso, described by one critic as “looking like a pole dancer on her way to a gentleman’s club” rather than a plaything for tots.
Other items on the list include a Barbie Hot Tub Party Bus — in which the doll and her friends enjoy a travelling spa bath and disco. The list also features the Polly Pocket So Hip Cruise Ship and My Scene Bling Bling Spa in which the doll “hangs out at the coolest spa in town”.
Jennifer Howze, who compiled the list, said she had been particularly angered by the Playboy items. “It’s obscene that Playboy markets bright pink eraser sets to the younger set,” she said. “Girls shouldn’t have school supplies emblazoned with the logo of the OAP [Hefner] in a smoking jacket.”
Tesco removed the £49 pole-dancing kit from the toys and games section of its website after it was condemned as “extremely dangerous” by family campaigners. It is now sold with a “strictly for adults only” tag.
Flair, a British toy manufacturer that produces the Sylvanian Families range, is preparing a “keep childhood special” advertising campaign to help steer parents away from buying grown-up material for their children.
Seven sinners
The Peekaboo dance pole
Sexy thongs for girls
Playboy eraser sets
Bratz Forever Diamondz Doll Funky Torso
Polly Pocket So Hip Cruise Ship
Barbie Hot Tub Party Bus
My Scene Bling Bling Spa
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Some interesting points - and spellings! However, you might want to blame the suppliers and the shops for making and selling these items, but nobody is forcing us to buy them. If you don't want it why buy it? I find it quite difficult with my 6 year old daughter, she is very tall for her age and she has big feet for her age - trying to buy her a pair of boots earlier in the year was a nightmare. Unless of course she had three inch wedges, and that was just in the childrens' shoe section. We should all try to let our children be children, and I have at times stopped my child from playing with other girls that act and dress inappropriately for their age and girls that are given freedoms unnacceptable (in my view) for their age. What sane parent lets their seven year old out to play in the street at nine in the evening. The same goes for the clothes if it is not appropriate it does not get bought or brought into the house. When the sales dwindle the message will sink in.
s, Hampshire, GB
The peekaboo pole is not a kids toy and has never been marked as such. Having it on this list makes a for good story but is not the reality.
Tesco mistakenly put it in the toy section in their catalogue which they immediately withdrew.
It is for adults only and should not be lumped in with the likes of Barbie and Polly pocket by parental action groups or lournalists.
Micky Tudor, London,
As a family we decided that the only way to exclude the poisonous advertising aimed at our children was to get rid of the television set completely. If you allow your children to watch TV unsupervised you might well be amazed at the filthy attitudes peddled to them by our depraved and callous advertising industry. In my book these people are only one step up from child abusers, they make money from corrupting our kids.
David, Brighton, UK
Any parent that even has to worry about their children being exposed to , or even purchasing, such idiotic items, should look closely at their relationship with their children and check under the bed to make sure they don't already have a copy or two of Playboy!
If more time was spent communicating with kids as to what is morally correct for their age, and not picketing high street stationers, would not a drop in sales impel the manufacturers to withdraw such "toys" from the market and reposition in the appropriate place?
alex, rhodes, greece
As a father of a teenage daughter (and son), I can pretty much guarantee you that it is neither the fathers nor the daughters who are buying these "toys". That means that they are being bought almost exclusively by mothers. It would be helpful if people stopped referring to "parents" or manufacturers as being responsible for this sexualisation of children, and laid the blame where it belongs, with mothers.
john smith, Manchester, UK
8 year old girl: "Mommy, Mommy, Mommy I want a peek-a-boo pole to dance on!"
Mother "NO!"
8 year old girl:"Buuuut Maaaaamaaa little Destiny has one and her uncle vidoe tapes her when she plays with it."
Mother "Your grounded till your 25."
In America we call anyone who buys that stuff for their kids "White Trash" or just plain ignorant(if of another color.)
You don't need consumer groups to ban these. You need parnets to step up and have some morals and teach there kids some values and that sex is the pysical expression of love.
Allyn, Indianapolis,IN, USA
If noboby bought the products, they would soon disappear from the shelves. Manufacturers will have carried out vast amounts of market research prior to developing these products - so it seems that the 'customer' wants these hideous products.
In my view, young children see far too much sexually explicit material - on TV, magazines, newspapers, advertising hoardings etc. Society seems to be sending out the message that if you're not part of the sexual scene, then you are missing out. We need to reassure our children that this is not the case, and that there is a time and a place for everything. I have two teenagers so I am well aware of the pressure that they are under to conform to what they think is the norm.
meryl, reading,
How on earth can you put the peekaboo pole in this item as a toy !? you cannot compare an ADULT piece of rubbish (peekaboo) with a barbie hot tub, barbie products are for children-poles are for ADULTS. They are not to be found in WHSmiths either !
If i remember correctly the peekaboo farce started when it was wrongly listed online at Tesco's, and for some silly reason that automatically classifies it as a toy marketed towards children ?
How ridiculous, any SENSIBLE adult wouldnt buy a pole for a child, and in reality no child would write to santa for one. You wouldnt buy alcohol for a child would you ?
stupid parents for buying any of these items
felicity, Leeds, West Yorkshire
it is not only sad that toy manufacturers resort to manufacturing such item, it is even a bigger problem when UK reatilors but & stoch such items! the Buyibf directors & managers of all reatailors includi9ng all high street superstores, tesco,asda.WHSmith & alike are under so much preasure that they leave thier scrouples behind. I think who eber that is in a position to do so, should NAME & SHAME the buyers of such toys/items so that their own neighbour is aware of them. do these people dont have any children themselves??? or perhpas born in stables!!! we should name & shame them so that every knows who in these stores buys such items!!! & why shouldnt we name them??? what will they buy next chasing the allmighty last penny for the board room!!! if we cant do anything about the hollow headed perent who buys this, then at least we should name & shame the individuals who order such stock!!! I wish i knew the names & for which companies they buy for! is its legal to buy such items, then lets see how proud in teh own comminity they might be once the local newsagent knows him/her!!??
Johnny, Manchester, England
Oh My! This is not on! kids should be kids, not adults! let them act their age and stop stealing thier childhood off them so early. How dare they!
allgiggles1984, lancashire,
I agree that retailers are going too far and making children grow up too fast...BUT...it is the customers that are buying them!! In Woolworths a while back I saw clothing for sale with pictures of : a stick man + a stick lady + a bed = a picture of a smile - this was on boys underwear and labelled for 6-7 year olds!! I am sorry now that I made no complaint! But someone bought them and so they made more for sale! Do Tesco's really believe that the Barbie pole dancing toy is not played with by children? How do the conversations go round the table when they discuss these products - do no high level business people have children? No wonder UK has the highest level of teenage pregnancy in Europe!!
Anne Ferrett, Ashtead, Surrey
Welcome to Great Britain, the place where we had crimes like the Soham murders, but where a teacher is unable to kiss a child good morning or comfort them if they fall over, but it is ok to sell lap dancing kits for children, the world really has gone mad. The extremes of what is right and wrong to do with children have truly been turned on their heads. Further sexploitation of children though toys and clothing which makes girls looks like sex workers should be banned, how far does it have to go before there is a backlash against retailers and manufacturers of these products. The more manufacturers feed the sexual fantasies of perverts through toys and clothing which are unsuitable for a teenage girls let alone a child, the longer the abuse of children will continue.
roy jordan, London, ENgland
The toys are just the tip of the iceberg.The sexualisation of children goes beyond all that.Starting with telly and mags.It'll sure take a long while,but it needs to be stopped.
louis smythe-silva, sintra, portugal
I think the point Ruth makes is one of the most scary. The fact is that 20 years ago "adult" domestic toys such as ironing boards may have been seen as innapropriate becuase they encourage children to behave like adults. If things continue the way they seem to be going as far as sales of pole danceing kits and thongs is concerned, the children 20 years from now may be acting out a far more dangerous part of adult life, if only in play. What's worse is by then it may seem like the norm.
Hanna, Kent, England
I totally agree that these products should be taken off the shelves . As the mother of two preschooler girls, I am horrifed at some of the toys that are aimed at this age group. We have banned Bratz toys from our house totally and refuse to give in and buy these toys, or clothes which also promote the same image
Debbie Holland, Darwin, Australia
supply and demand: there is currently a demand, therefore shops and manufacturers supply these things. Come on Mums: don't buy the stuff.
Liz , Bath,
How do toy ironing boards, hoovers and shopping trolleys fare in this cull? At one time, such 'sexualised' toys were deemed extremely appropriate for 50% of children.
Ruth Wollacott, Hornchurch, Essex
If a grubby looking old man was caught trying to pass these 'toys' onto children in a park, he'd be pilloried as having very questionable motives. So why on earth should the UK's leading stores be viewed any differently? Do they now have peadophiles in charge of marketing? However stupid that last remark may read, it's the first question that comes to mind.
Stuart, Lincoln,