What were they thinking of? Two little girls desperate to go to the ball, a clumsy ballerina in pink recovering from a fall, all rescued by a young male trio of a superhero, wizard and doctor on call. How could anyone see that and it not scream “gender stereotyping”? And especially if the name of your company is Early Learning – shouldn’t you have learnt that by now?
Many of the parents who received the Early Learning Centre’s promotional email were better informed. Indeed, today’s hyper-marketised childhood means it is part of the daily battle of being a parent. When I saw the email, my disbelief quickly turned to anger – anger at how this company is imposing its view of childhood on children. “So it’s now the Early Limiting Centre – limiting children’s imagination & choices & our future skills and economic potential,” I tweeted.
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