The campaign for real role models

the campaign - articles

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Ben Gordon (ben.gordon@mothercare.co.uk)
Chief Executive
Early Learning Centre
Cherry Tree Road
Watford
Hertfordshire
WD24 6SH

Dear Mr Gordon,

I am writing as a concerned member of the public to ask that the ELC stop
what I believe to be its pinkification and gender-stereotyping of children’s toys.
I have given my support to the campaign group Pinkstinks and am backing its Christmas campaign, Early Learning Emergency.

I agree with Pinkstinks that while the ELC is not the only toy retailer involved in this practice, by styling your stores as centres of learning the company is making our children a promise it has an absolute duty to live up to.

In my opinion, by stocking toys which can send narrow and damaging messages to children about what it is to be a girl or a boy, the company is not delivering on that promise.

As such I will be boycotting the ELC, especially its ‘pink’ products, and urging my friends to do the same.




Yours sincerely,


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