Went today to get dd's new shoes for school. They had hardly any sizes of the "normal" shoes but every size in these awful "daisy" shoes with the doll in the heel. Ended up paying an extra £5 for the doll the size of my thumb . Woman in the shop then proceeded to take dd around the shop showing her the trainers/slippers/wellies that she could get in order to collect all the other dolls (not a chance). It serves no purpose to the shoe, only a marketing ploy forcing already stressed parents to part with their money. Plus can you imagine what next term will be like, with all these dolls (and cars for the boys) being lost, fought over etc. I wouldn't be surprised if we get a letter home shortly after the beginning of term asking the children not to bring them in.