For some utterly bizarre reason, the marketing people behind the beloved children's treat "Kinder Egg" have decided to take us back to 1955 with their new gender stereotyped campaign.
Apparently, children must choose between the pink fashion dolls choice or the blue sprinty ranges.
As a child, I adored the Kinder "Surprise" range, the whole joy being the surprise of the toy inside. Now that element seems to have been denied to our young generation, and they will only get a suitably gender stereotyped toy.
In terms of reinforcing outdated and indeed dangerous stereotypes in young children, this is an appalling step backwards! We really need to get this range off our shelves as soon as possible, and allow children the joy of a being able to play with one of the few truly gender neutral toys out there.
There is no doubt this is shocking sexism, and both dangerous and stifling to children’s development.
We need to promote equality in the next generation, not put young people into boxes which define their future opportunities and potential.
Please Kinder, stop this outrageous campaign at once and give children back their surprise.