I have been away for a week. I returned home to this email (but no response to my actual letter):
Dear Ms k425,
Following our previous response to your email regarding the content on our website regarding dressing up and role play outfits, we would like to add the following:
We apologise for the inappropriate wording that was placed on dressing up product page, it is certainly not our intention to promote stereotyping and we fully appreciate this does not represent our brand values. At Early Learning Centre we pride ourselves on offering a huge range of toys and in an assortment of colours for customers to choose from and our photography throughout our website and catalogue features boys ironing, girls playing with space aliens, boys playing with dolls, boys cooking and pushing buggies, girls building and playing with remote control insects.
As a direct result of your feedback we immediately removed the text concerned from the website regarding the dressing up outfits and would like to thank you for bringing this to our attention. We are extremely sorry for any disappointment or upset caused.
I hope this information is of help and I have gone some way to restoring your faith in the Early Learning Centre.
Kind regards
Adrian Moss
Early Learning Centre
Internet Customer Services
Well, I suppose we're getting there. Especially as they have actually changed the web-copy now!
Saturday, 31 July 2010
Thursday, 22 July 2010
Early Learning Centre: What are they teaching?
http://www.elc.co.uk/children%27s-dressing-up-outfits/5540,default,sc.html
I quote:
Dressing up encourages your child to express themselves in a fun and educational way, serving to increase their long-term confidence. For the little princess in the family we have great feminine outfits like Butterfly Fairy, Sleeping Beauty, Ballerina and Nurse’s uniform. Why not add a medical case for that extra touch of authenticity.
The boys are catered for too, with great Doctor, Policeman & Fireman uniforms, not to mention fantastic Pirate and Knight costumes. All these can be combined with a range of accessories so your child will really look the part.
I don't know whether to laugh or cry. So I settled for emailing ELC to say I won't be shopping there till they've worked out what the problem is, and started using inclusive language and pictures.
Their reply:
Dear Ms XXX,
It's not our intention to promote stereotyping or sexism, especially to young, possibly impressionable children so I can only apologise that you feel this had been the case.
Please accept my apologies for any inconvenience caused.
Kind Regards
YYY
Early Learning Centre
Customer Services
I quote:
Dressing up encourages your child to express themselves in a fun and educational way, serving to increase their long-term confidence. For the little princess in the family we have great feminine outfits like Butterfly Fairy, Sleeping Beauty, Ballerina and Nurse’s uniform. Why not add a medical case for that extra touch of authenticity.
The boys are catered for too, with great Doctor, Policeman & Fireman uniforms, not to mention fantastic Pirate and Knight costumes. All these can be combined with a range of accessories so your child will really look the part.
I don't know whether to laugh or cry. So I settled for emailing ELC to say I won't be shopping there till they've worked out what the problem is, and started using inclusive language and pictures.
Their reply:
Dear Ms XXX,
It's not our intention to promote stereotyping or sexism, especially to young, possibly impressionable children so I can only apologise that you feel this had been the case.
Please accept my apologies for any inconvenience caused.
Kind Regards
YYY
Early Learning Centre
Customer Services
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