Target Australia will remove a children’s T-shirt that suggests the duties of “Batgirls” include cleaning clothes and cars from its stores following complaints on social media.

The $12 short-sleeved T-shirt for girls aged from two to seven years old features a “Batgirl to-do list” that reads: “Dryclean cape. Wash Batmobile. Fight crime. Save the world.”

A Facebook user from Northcote in Melbourne, who gave her name as Ninac Ollins, posted to Target Australia’s page late on Tuesday night to complain about what she perceived to be the sexist assumption that only “Batgirls” would do housework.

“Target, can you explain why you are selling something as offensive as this in your stores currently? What message are you intending on sending to young girls? I’m insulted that you present a future where our daughters need to complete their ‘home duties’ before they can go out and save the world. We know that working mothers still do more housework than their spouses, we don’t need you to perpetuate this inequity.”



Within 14 hours of its being posted, the comment had received close to 400 reactions and almost 100 comments, several of which were stating that they took no offence from the T-shirt.

“Target, your Batgirl T-shirt is out of step with 21st century family values,” wrote another user, Summer Edwards. “It is utterly offensive and must be removed.”

Target responded to Ollins’ post on Wednesday morning, thanking users for the feedback: “It absolutely wasn’t our intention to cause any offence with this shirt, so we really appreciate you all getting in touch with us to let us know your thoughts. We’ve taken this feedback on board, and sincerely apologise for any disappointment caused.”

A spokeswoman confirmed to Guardian Australia on Wednesday afternoon that Target would pull the item from its stores.

“After reviewing and reading our customers concerns on the Batgirl tee, we have decided to remove the shirt from our stores. It was never Target’s intention to offend our customers with this item.”

Ollins’ post had not been the first complaint Target had received about the shirt, with Shelley Wedemeyer‎ posting an image to its Facebook page on 25 August with the incredulous caption: “Target, are you serious? In a world where so many are fighting so hard for equality for our daughters, you put this on your shelves? Speechless.”

The equivalent T-shirt for boys sold by Target bears the slogan: “Like father, like son … Yes my dad’s Batman.”

One Facebook user remarked: “Assuming this is the boy’s version … Dad must have all that spare time to fight crime because Mum’s off doing the drycleaning!”