A mother in Dayton, Ohio was shocked this week when she purchased a toy wand for her child at a dollar store only to find it ran not on unicorn hair but a picture of a child slicing her arm open.

In fairness to the dollar store (literally called '$.100 store') the product was named 'EVIL STICK', though the pink lettering, fairies, swirls and snowflakes on the packaging ensured it would catch the eye of toddlers.

The fact that the wand emits a cackling laugh when activated is probably permissible, the horrific hidden image less so.

"It's a picture of a girl slitting her wrists. I'm outraged over it," mother Nicole Allen, who bought the toy for her two-year-old daughter, told WHIO.

(WHIO)

"I want to know how they think that that is suitable for a child. There was barbie dolls on one side and baby toys on the other side, and these were right in the middle."

The store's owner, Amar Moustafa, said it was up to parents to properly read the toy's label.

"The name on it, it says "Evil Stick",' he noted. "So from the name, if I was buying it for my kid, I would inspect it before I gave it to them."

He added that he felt it would be suitable "for a five, six, seven, 10-year-old, I mean they see that on TV everyday."