Asda under fire for top that sends 'unhelpful message' about gender stereotypes

Asda has come under fire for a top which critics claimed re-enforces gender stereotypes.

The long sleeved top is part of the retailer’s clothing range for boys. A slogan across the front of the top describes boys as “diggers of dirt” and a “noise makers”.

Campaigners said the clothing sent an “unhelpful message” about gender behaviours.

Asda said its aim was to make “clothes people love” and “not to offend”.

The group Let Toys be Toys wrote: “This is really disappointing and sends an unhelpful message to both boys and girls about how they should behave”.

Kelly Blake wrote: “God forbid that any children’s retailer might admit that boys can be kind, sensitive or caring; or that girls can be messy, clever or leaders”.

Another person posted an image of the top and wrote “nice one for compounding gender stereotypes with your clothing choice for kids”.

This is not the first time the retailer has been criticised for its clothing.

In May 2017, campaigners complained about a top with the slogan “Boys Will Be Boys” written on the front.

A spokesman for campaign group Let Toys be Toys told Manchester Evening News: “Many people tell us they are tired of lazy slogans on children’s clothing which often perpetuate very stereotyped ideas about what it means to be a boy or girl.

“Boys can indeed be noisy, dirty, and mischievous but equally, so can girls.

“Boys can also be sensitive, caring, and creative and it would be great to see the children’s clothing industry trying to reflect that there are many different sides to all children.”

An Asda spokesman said: “Our aim is to make clothes people love, never to offend.”

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