Poundland has been called out by one offended mum who says the high-street shop is selling 'sexist' babygrows that reinforce gender stereotype.
The bargain babygrows, by the company Pep and Co, featured the slogans 'Born to be Spoiled' and 'Future Boss' were spotted by Jessica Fealty, 27, at the Stroud branch of the store, earlier this month.
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The mum of two, from Stroud, Gloucestershire, told Metro that children are being pushed into gender stereotypes from an early age.
She said: "It's amazing how gendered they are from such a young age. 'I really don't want my daughter to think her only purpose in life is to be spoiled.
"I want her to be able to do anything she wants whether that's being an athlete or a rocket scientist."
The £1.50 white babygrows were displayed side by side - the 'Born to be spoiled' one featured black and pink writing, along with a gold crown. The 'future boss' grow feature bold black and red text.
Jessica said: "I don't want my children having the idea that they can't do something because of their gender.
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"I think it's sending out the message that a woman's purpose is to be spoiled and men's is to be a boss. These messages they receive from a young age are building women up to think they're less than men. It makes me sad that retailers continue to make these clothes."
A Poundland and Pep and Co spokesperson said they don't gender stereotype and their 'future boss' babygrow was praised for it's gender neutrality.
They said: "We're a bit bemused - not least because our 'future boss' baby grow was praised last week online for being gender neutral. These don't stereotype. We know girls can be future bosses, and boys can be born to be spoiled."
This isn't the only time parents have accused brands and stores of gender stereotyping.
Earlier this year one mum hit out at ASDA who spotted a boy's slogan top that, she believed, reinforced gender stereotyping for boys.
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The long-sleeved top was on sale for £2.50 ($3.47) at an Asda store with a slogan said boys were 'diggers of dirt', 'noise makers', 'lots of mischief', 'handsome' and 'cool'.
However, when this mum took to Twitter to voice her concern she was faced with some skeptical comments saying the world had 'gone mad'.
More parents than ever are choosing to raise they children 'gender neutral' in order to protect their children from stereotyping sexism and pigeonholing of genders.
Featured Image Credit: Mercury Press