Family First NZ is joining with the National Council of Women in calling for a boycott of Australian retail chain Cotton On Kids until they remove their line of offensive babywear.
"Statements like "I'm a tits man", "The condom broke", "Pardon my nipple breath", "I'm living proof my mum is easy" and "Mummy likes it on top" may be funny in an adult-setting but they are completely inappropriate when associated with very young children, and also when other young siblings are seeing the statements as well," says Bob McCoskrie, National Director of Family First NZ.
"It is time the business community, which includes retailers, advertisers and the media, demonstrated social leadership in this area. The sexualisation of children is a serious issue and this babywear is just one example of many where profits are being put before the safety and wellbeing of our children and families."
"We need to let children be children. We should not be associating them with adult concepts, experiences or identity."
Family First was successful with a similar call in 2008 when retailer Jay Jays pulled their Little Losers line of clothing shirts to teenagers and children as young as 10, which contained slogans such as "Miss B**ch", "Miss Wasted" and "Miss Floozy", and for boys "Mr Well-Hung", "Mr Pimp", "Mr A**hole" and "Mr Drunk".
In its latest newsletter, Family First has asked its 5,500-plus subscribers to boycott the retail chain until they remove the items.
"An undermining of the social prohibition of associating children with sexual connotations, and seeing children as sexual objects and sexually attractive, are all huge warning flags that profits are currently more important than protecting the well-being of our children. It's time that changed," says Mr McCoskrie.
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