Furious parents have slammed an Australian store after finding spectacle-wearing dolls on the shelves – called four eyes.
The makers of the dolls, named ‘4 Eyes’, claim they promote body positivity.
But the toys have been blasted by Australian mothers for encouraging bullying.
The controversial US-made doll, from the ‘Positively Perfect’ collection, has been rolled out across Australia through the department store Target.
The controversial US-made doll which is stocked in Target is from the Positively Perfect collection and has ”4 eyes High Five’ written on the packaging
And while the company behind them claims online to ‘encourages girls to embrace their unique qualities’, a number of mothers have told a different story.
Social media has been ignited with fuming mothers taking Target to task for promoting name-calling among young children.
Mother-of-one Carly Duncan, who is studying psychology in Newcastle, New South Wales, said she is furious that the dolls had not been red-flagged.
Parents have slammed the dolls saying the normalise name calling and negatively point out differences
Carly, 55, said: ‘I’m appalled by the large amount of staff responsible for this getting on the shelves: not just the designers but all the way down to people responsible for purchasing and the shelf stackers.’
‘Surely people noticed! It normalises name calling and negatively pointing out differences.’
Carly, who herself wears glasses, said the subject is close to home as her daughter has fallen victim to cruel jibes.
‘She wears hearing aids and has been called four ears by an ignorant and nasty boy at a previous school. No doubt he coined the term from the four eyes name.’
Mother-of-one Carly Duncan said she was appalled to find the doll on the shelves at Target
Sales worker Sara Sutton, who lives in Mornington, Victoria, said she was ‘shattered’ to see the packaging, which opened old wounds from her past.
Sara, 36, said: ‘I loved the name Positively Perfect, then I saw four eye comment and felt shattered. I wear glasses and was called four eyes as a child.’
‘Can’t people be perfect just the way they are? Be it with glasses, one leg, scars? Who is this doll? Why is it making a statement on who is perfect or not?’
‘It’s unnecessary and derogatory with very little thought. I’ve tried to educate my daughter that we are all perfect, with a heart and feelings.’
Sara Sutton said there must have been ‘very little thought’ before the doll was stocked at the store
Target Australia said in a statement they were working on reviewing the wording on the packaging after growing pressure from the public.
‘Our intention in ranging this doll was never to mock or make fun, but rather to teach young children to embrace their differences and be proud.
‘We are taking feedback seriously and are working with the supplier to review the wording on the packaging.’
The US company responsible for the doll, The World of Entertainment, Publishing and Inspiration, said the dolls were made to empower young girls.
‘The concept of ‘4 Eyes High Five’ was designed to help little girls wearing glasses feel a part of a cool club of people —including myself —who wear glasses,’ said World of EPI creator Dr. Lisa Williams.
‘I truly apologise if my intentions weren’t clear and any children or parent was offended. As a survivor of childhood bullying, I understand the pain of being bullied.
‘In light of the recently discovered information and concerns, the World of EPI will further look into this matter with our partners in manufacturing and distribution.’