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Aussie mums slam ‘four eyes’ dolls
Furious parents have slammed a new line of dolls wearing glasses for sale in Target, after discovering what they were being called.
The dolls, called ‘4 Eyes’, have been blasted by mums for encouraging bullying.
The company behind the controversial US-made doll, from the ‘Positively Perfect’ collection, claims online they ‘encourage girls to embrace their unique qualities’.
However, social media has blown up with mothers taking Target to task for promoting name-calling among young children.
Mother-of-one Carly Duncan, from Newcastle, NSW, says she is furious that the dolls had not been red-flagged.
“I’m appalled by the large amount of staff responsible for this getting on the shelves,” says Carly. “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.”
Another woman Sara Sutton from Victoria, says she’s “shattered” to see the packaging.
“I wear glasses and was called four eyes as a child,” she says.
“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.”
Target Australia have said in a statement they are 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, has 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,” World of EPI creator Dr Lisa Williams said.
“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.”
With additional reporting by Caters News.
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