The retail chain Kmart has been forced to withdraw a line of underwear for young girls that carries slogans such as "call me" and "I ♥ rich boys" after the store was accused of sexualising teenagers.

Kmart has confirmed that it will remove the underwear, which is part of its popular Girl Xpress range, after it was the target of a Twitter campaign led by outraged parents, who described the slogans as "disgusting" and "sleazy".

Melinda Tankard Reist, a spokeswoman for the group Collective Shout, which campaigns against the sexual exploitation of woman, said the slogans were "completely inappropriate" and Kmart should know better.

"Why else would you put this sort of thing, such as 'call me' on underwear if you were not encouraging young women to flaunt their sexuality?" Ms Tankard Reist said.