Sainsbury's has been criticised for selling a girls' t-shirt with the message 'let's stay home'.
Parents took to Mumsnet where they claimed the message was reinforcing old fashioned gender roles - pointing out the hoodies designed for boys use phrases such as 'unlimited' and 'unstoppable' on them.
The backlash kicked off after a Sainsbury's shopper shared photos of the tops writing: "Nothing is going to change for women while girls are still targeted by this b******t.
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"In Sainsbury's this morning. In the boys' clothes aisle, I noticed tops with the words UNLIMITED and UNSTOPPABLE printed on them.
"Took a quick detour down the girls' aisle to see what similarly empowering messages were being directed at them...
"'Let's Stay Home'.
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"Because the world belongs to men, who face no limits to where they go and what they can do. They're unstoppable.
"But hey, smile and be happy with your small domestic existence, girls."
Other parents were quick to join in with one replying: "Ugh. It's not even insidious, pretty obvious and evident."
Another said: "I agree the messaging is really terrible, as are the clothes themselves but anyway. Conditioning does start from pretty much the womb."
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While a third person pointed out that similar messaging had been spotted on kids clothes at other stores.
Responding to the comments, the original poster added: "I honestly can't believe that no one in the meeting where this season's collection was signed off flagged up that this might need looking at again.
"Who designs these things? Who approves them? I'd actually really like to know.
"My kids are in their late teens and twenties now and I'm shocked by how much more polarised the messaging has become since I was buying this stuff.
"There was always a bit of a kittens and sharks divide, but not such extreme differences in messages. It feels like grooming."
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All children's clothing from the Sainsbury's Tu range is simply labeled 'kids' - however, the Stay At Home top is found in the girls' section on Sainsbury's website, while the 'unstoppable' hoodie is listed under 'boys'.
A Sainsbury's spokesperson told the Mirror: "Our kids range includes a wide range of designs which everyone can enjoy and we do not label our items 'boys' or 'girls'."
But under the 'Kids' section on the Sainsbury's website, it is possible to filter by 'boy' or 'girl'.
A Sainsbury's spokesperson told LADbible: "We've found that our customers find it easier to search for products they're looking for when they're categorised. But as we say, we don't label the products themselves as boys or girls."
Featured Image Credit: Sainsbury's