Are these the worst tween role models ever? From the makers of Barbie, now there are dolls that 'have to wax'

Oversexualised? Monster High doll Clawdeen Wolf must dedicate time to removing her excess hair



Its makers claim it embraces imperfections, but a new doll range aimed at the tween market has sparked outrage after a description of one said it 'had to pluck, shave and wax'.

Parenting experts and psychologists have slammed Mattel's Monster High range, which boasts a character that must spend a large amount of time removing her excess hair to remain 'scarily fabulous'.

An online profile for the Clawdeen Wolf character, who is the daughter of a werewolf, reads: 'My hair is worthy of a shampoo commercial, and that's just what grows on my legs.

'Plucking and shaving is definitely a full-time job but that's a small price to pay for being scarily fabulous.'

The doll, which is aimed at girls between the ages of ten and 12, wears thigh-skimming skirts, heavy make-up and platform shoes, and describes her favourite activity as 'flirting with boys'.

Psychologist Dale Atkins said that this type of toy sets young girls an unhealthy body image ideal.



She told the Today Show: 'When we have these ridiculous models - sexualised children, and horses with long eyelashes that are flirtatious and all of that - it sets up this ideal of beauty and body image that kids have to pay attention to because they can’t not pay attention to it. And they feel less good as they’re trying to develop a good sense about their own bodies.

'The sexualised aspect just makes them feel like they're only good if they are objectified.

'And it's all so subtle, for a child anyway. We parents and adults look at this and say, 'Oh my gosh, this is so blatant, but in fact it's subtle because kids are playing with these things and then they look in the mirror.'

Ms Magazine's Elline Lipkin added: 'It’s a good premise, and certainly one with potential to deliver a subtext about “normalising” difference and accepting a wider range of identities.

'But, unfortunately, the Monster High line of dolls does exactly the opposite. The five main girl characters debut with high-heeled platform shoes, nipped waists and hyper-feminine long hair. This is what the next generation looks like, even for monster spawn?'

Unhealthy body image: Clawdeen Wolf's Monster High schoolmates all wear sexy clothing exposing thin legs and waists, heavy make-up and platform shoes



A spokesman from Mattel argued that the dolls, which are popular with children as young as five, demonstrate that it is OK to be different.

She said: 'Monster High is all about celebrating your imperfections and accepting the imperfections of others.

'Clawdeen Wolf is the teenage daughter of a werewolf. In the webisodes, she has to shave and wax and pluck between classes.

Trend: Monster High is thought to be Mattel's answer to the ever-popular Bratz



'Girls of a certain age know about the embarrassment of unwanted hair in unwanted places.'

The eight Monster High dolls each have different stories based on the idea that they are the teenage children of famous monsters such as Dracula and Frankenstein.

Child-friendly makeover: My Little Pony is aimed at children aged three to six

They are said to be Mattel's answer to Bratz, or Disney's Fairies, all of which have been accused of being oversexualised.

Psychiatrist Dr Gails Saltz told the Today Show that she believes such toys are as dangerous as violent video games and PG-13 films.

Lori Mayfield, 30, a mother of four from Utah, added: 'They send the message to kids that you can’t just be you. It seems like [toy makers] are setting up our kids.'



It is a problem that Hasbro, which makes My Little Pony is acutely aware of. Spokesman Donna Tobin explained that the companyhad given the toy a child-friendly makeover.

'We want our girls to stay little longer!" she said. 'Look at My Little Pony. She’s cute. She’s pretty. She’s pink. She may have a different look, but she has always stood for friendship. We’re not about lipstick or shaving.'