'Have we gone back to 1957?' Mothers left outraged by new toy pram collection that encourages young girls to 'Play Like Mum'
- Play Like Mum range by Silver Cross is set to be launched later this month
- The collection has already been slammed for reinforcing gender stereotypes
- Some also criticised the way toy prams already on sale are advertised online
A new toy pram range that suggests girls 'Play Like Mum' has sparked outrage among mothers who say it reinforces gender stereotypes.
The collection of doll prams by Silver Cross is set to be launched later this month - and are designed to look just like their grown-up prams.
But the Play Like Mum range has already sparked controversy, with some mothers suggesting that the brand is 'trying to take us back to the 1950s'.
Special edition toy prams that are already on sale on the Silver Cross website have also been criticised for the way they are advertised to little girls.
A new toy pram range that will let girls 'Play Like Mum' has sparked outrage among mothers who say it reinforces gender stereotypes
According to their new website, the Play Like Mum toy pram range is designed to 'allow your little one to play just like mum'.
But the implication that only mothers push prams has been heavily criticised on social media.
Posting on Twitter, campaign group Let Toys Be Toys said: 'New range from @SilverCross_UK being pitched with a surprising angle for 2017.
'Why exclude one 1/2 of parenting role models from the get go?'
Special edition toy prams that are already on sale on the Silver Cross website have also been criticised for the way they are advertised at little girls (pictured is promotional material seen on the Silver Cross website)
Doll prams currently on sale are described as 'Special Edition handmade dolls prams for the special little girl in your life'
They later added: 'Still scratching our heads over new @SilverCross_UK range. Dads pushing prams are not radical & boys like pushing prams too!'
Meanwhile, other mothers also slammed the way that toy prams already on sale on the Silver Cross website are described as 'Special Edition handmade dolls prams for the special little girl in your life.'
Tess Gwen tweeted: '@SilverCross_UK joining @mothercareuk in trying to take us back to the 1950s.'
Criticising the new range, ReeRee Rockette added: 'Their aim is to "help children play like mum". Have we gone back to 1957?'
Campaign group Let Toys Be Toys criticised the new Play Like Mum range, tweeting that 'Dads pushing prams are not radical'
Meanwhile, Claire Gibson wrote: 'What fresh hell of gender stereotyping is this?
Mothercare provoked controversy last month for depicting girls in 1950s-style clothing while playing with a toy vacuum cleaner and kitchenware.
Meanwhile, the Advertising Standards Agency announced last month that it would be cracking down on gender stereotyping in adverts.
A spokesperson for Play Like Mum said: 'We believe passionately in the role that everyone within the family – dads, grandparents and mums, play in inspiring their children and grandchildren.
Other Twitter users also slammed the way the new toy pram collection has been promoted
One questioned: 'Their aim is to "help children play like mum". Have we gone back to 1957?'
Another added that the range 'cheaply stereotypes mums, dads, boys and girls'
'We love the amazing bond that that dads and other family members have but we celebrate the special relationship between a mother and her children. We believe that celebrating mum as a strong, multi-tasking hero both at home and at work is a positive thing.
'We know that every small child wants to copy what mum and dad do, and our brand-new collection of Silver Cross dolls prams & pushchairs mean that both little girls and boys can push around a dolls pram that looks just like the pram that mum & dad push around.
'They can replicate real life through play and by doing so they can develop their imagination and the creative skills that are fundamental to a child's core development.'
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