Tuesday, May 17, 2011

Sketchers Shape Up Shoes For 7 yr olds Has Many Parents Outraged


Skechers Shape-up shoes may the all the rage among ladies looking to sculpt their rear ends without hitting the gym, but they’re falling flat with parents.

Ads for the Skechers Shape-ups for Girls are running on the Cartoon Network and Nickelodeon during programming aimed at kids as young as preschool age.

The sneakers have a big celebrity fan in spokeswoman Kim Kardashian, who credits the shoes with toning her legs and world-famous behind, but ads for a glittery pink youth version are causing alarm with parents worried over the message they may send to young girls when it comes to body image.

The animated commercial shows a girl band playing a concert for a mass of screaming fans.

"Heidi's got new Shape-ups, got everything a girl wants. She's got the height, got the bounce, yes, she's looking good and having fun," one girl sings.

The slim, cartoon girls are chased by lethargic boys dressed as hot dogs, cupcakes and ice cream, a scenario that critics say creates a double standard for young girls and boys.

"By not only marketing a shoe line to young girls, but also not even having an equivalent for boys Skechers is sending a clear message to girls and women – you're never too young to start hating your body," Change.org wrote in a petition.

Skechers does not make Shape-ups in styles for boys.

Parents are not pleased that their young children are being exposed to commercials that link being thin with being happy – nor do they appreciate the marketing for a product aimed at toning your glutes.

A Skechers spokesperson said the shoes are not made in preschooler size – they start at size 2, the average size of a 7-year-old.

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