Outrage over Hello Kitty scales made for little girls
A HIGH street chain has sparked anger by selling ‘child-sized’ scales that little girls can use to weigh themselves.
The tiny scales, featuring the popular Hello Kitty logo, have been on sale at TK Maxx branches for the pocket money price of only £7.99.
Angry campaigners battling a surge in childhood eating disorders say the product – being sold in the retailer’s toy departments – is part of a worrying trend signalling the ‘death of childhood innocence’.
Mary George, of the charity Beat, which helps anorexia and bulimia nervosa sufferers, said: ‘We’re very concerned to learn that these scales are on sale in the UK. Young children are becoming increasingly aware of body image and we are seeing greater numbers admitted to hospital with eating disorders.
‘This type of product typifies the wrong type of message to send to young people and they should be removed from sale immediately.’
Liz Smith, Tory spokeswoman for young people, said: ‘The increase in eating disorders amongst young children – especially young girls – tells its own story and so it is little wonder that many parents consider (the scales) totally inappropriate.
‘This seems to me to be yet another attempt to deny our youngest age groups their childhood and insist they face up to the pressures of the adult world. I hope the retailers involved will reconsider their message.’
Last night, TK Maxx told the Mail on Sunday it would be removing the product from all UK stores. Spokeswoman Deborah Dolce said: ‘We take our responsibilities as a retailer seriously and after looking into this product, we have made the decision to remove it from our stores and apologise for any offence caused.
‘We believe that this decision reflects our values of integrity and respect for our customers. We appreciate that this matter has been brought to our attention.’
Major retailers including Primark, Matalan and BHS have previously been criticised for selling ‘inappropriate’ children’s items such as padded bras and high-heeled shoes.
According to NHS figures, 250 five to 17-year-olds in Scotland required hospital treatment for eating disorders between 2007 and 2010. As others had private treatment or got help from their GP, the total is likely to be far higher. Sanrio, the Japanese firm behind the Hello Kitty brand, said: ‘We are committed to developing safe and enjoyable products. This one has surely not been intended as statement about weight or body consciousness. (We) take comments on the well-being of children seriously.’