Children’s clothing and toy retailer’s newsletter leads to complaints with company told to ‘move out of the stone age’

This article is more than 3 years old

This article is more than 3 years old

A children’s retailer has been accused of being in “the stone age” for marketing princess costumes for girls, and doctors’ outfits for boys.

The Early Learning Centre (ELC) has come under fire for a marketing mailout which showed two girls dressed up as “Belle and Cinderella” who are “all ready to go to the ball”, whereas a little boy is dressed as Spider-Man. Another girl is dressed in a pink ballerina tutu, while “Danny the doctor” is “here to save the day”.

Campaigners Let Toys Be Toys called the marketing campaign “really disappointing and a step backwards”. They tweeted: “Girls are passive princesses while wise, smart, active boys save the day? Very disappointing.”

Let Toys Be Toys (@LetToysBeToys) Girls are passive princesses while wise, smart, active boys save the day? Very disappointing @ELCUK HT @lauracbenson pic.twitter.com/vE8cPzfHGB

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“This email promotes gender stereotypes that girls need to be rescued by boys,” said Megan Perryman, of Let Toys Be Toys. “It is very binary and we believe there are many ways for girls to play – this email does not reflect how children actually play.”

Perryman said the ELC has refused to meet with the campaign group, unlike rivals Toys R Us and The Entertainer – and has ignored all correspondence sent by Let Toys be Toys since 2013.

“The meetings we have had with other retailers have been very pleasant and productive, they have been about sharing ideas on good practice.”

Perryman added that the ELC did promote less sterotypical images, such as showing boys playing with dolls on its website.

Charity worker and mother Laura Benson tweeted to the company: “OH MY GOD I really thought we were starting to get past this shit”, while assistant headteacher Tim Ennion said it was “truly awful” and urged the company to “move out of the stone age.”

Tim Ennion (@TimEnnion) @LetToysBeToys Come on @ELCUK this is truly awful. Let's move out of the stone age #progressivemarketing

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Another twitter user @susieep21 tweeted: “It’s 2017 and we’re still having to tell people women can be doctors and men can do ballet.”

Meanwhile @Carriecakes80 urged the company to stop pigeonholing play according to gender, writing: “It’s down to each kid! My girls LOVE being a Princess, with a toy gun! My sons loved dolls, let THEM choose!”

Carrie The Cakes (@Carriecakes80) @LetToysBeToys @ELCUK its down to each kid! My girls LOVE being a Princess, with a toy gun! My sons loved dolls, let THEM choose!

A spokesperson for the ELC said: “Thank you for bringing this email to our attention. At Early Learning Centre our aim is to offer a wide enough range to appeal to the many different tastes and play interests of little ones. We feature both boys and girls playing with many different toys and dressing-up outfits.”

The spokesperson pointed to instances of gender-neutral marketing including a photo of a doll’s house featuring a boy and another of a tool belt worn by a girl on the company’s website.