Hi everyone,
I recently saw an Instagram clip talking about a controversial new toy, and I honestly couldn't believe it was real. I decided to check my local Smyths to see if it was actually on sale here in the UK, and to my absolute horror, it was right there on the shelves.
The toy is called "Butt Face: Chester Cheeks" (by Goliath Games) and it is aimed at children aged 4 and up.
I’ve added some pictures below, but essentially, it’s a plastic face shaped like a pair of naked buttocks, and the whole premise of the toy involves children squeezing and spreading the cheeks.
Am I being completely unreasonable, or is this incredibly inappropriate for early years? Children learn through play, and at age 4, they are just starting to grasp vital concepts like body safety, personal boundaries, and consent. Normalising this kind of interaction under the guise of "cheeky humour" feels entirely wrong and confusing for toddlers.
I know that major Australian retailers like Big W have already pulled this toy from their shelves after a massive backlash from parents and child safety experts, yet Smyths (and a few other UK retailers) are still selling it.
I've already sent a formal complaint to Smyths customer service asking them to review it. Has anyone else spotted this, or does anyone else feel the same way? If you want to complain too, you can contact them through the Smyths Toys Support Portal.
Would love to hear your thoughts.