Kmart has responded to pressure and removed a kids’ wedding dress costume from stock after a Melbourne mum complained that the dress-up was “beyond inappropriate”.

The costume, priced at $6, was a white wedding dress and came with a veiled headband. It was sized for kids aged between 4 and 6.

The dress was pulled from the shelves two days after a petition was launched on by Shannon B.

“Kmart Australia regrets the decision to range the bride costume,” a Kmart spokesperson told 7 News.

“It was not intended to cause offence and we sincerely apologise. We have made the decision to withdraw this product.”

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It’s actually quite a surprising move by the giant retailer, as the petition hadn’t exactly gone viral. In fact, it had only attracted 124 signatures.


The petition stated:

“Each year, 12 million children (girls as young as 6 years old — the same size as this ‘costume’) are sold or married off by their family without their consent. That’s one million child marriages per month!”

“That equates to 23 children every minute or 1 child every 2 minutes. If this continues, 150 million more children will be married by the year 2030.

“Child marriage means child abuse and torture in its worst forms — paedophilia, child rape, child slavery, child sex trafficking.

“Tell Kmart this is beyond inappropriate and offensive and that they have a social responsibility to pull this item off their shelves immediately.”


I understand Shannon’s point of view. However, my little girls love playing weddings and would absolutely adore dressing up in a child-sized wedding dress. So I’m actually disappointed in their decision to remove the dress.

I guess Kmart was concerned that the whole thing would explode out of control and it wasn’t worth the risk.

Do you think Kmart should have pulled the kids’ bridal dress up? Tell us in the comments below.

  • Unreal. People will always find a way to ruin something innocent. We don’t marry off children here so it should be fine for them to pretend. It’s not real!


  • What an absolute joke. If you don’t like it then don’t buy it! Don’t make everyone else miss out.
    I see no correlation with Child brides and a costume for kids to dress up in.


  • Buy it or don’t buy it! There are those kids who like to play at dress-ups as a bride and groom like their parents etc. I have no issue with it. I think we delve too much into thinks and put adult issues on innocent kids. Let them play.


  • I think I understand both sides of the problem. Problem is that kids aren’t allowed to be kids anymore. They love to play dress up but are told they can’t wear certain things.


  • I personally have no issues with this costume. Kids are kids, and should be allowed to dress up as whatever they choose to (I know I used to love dressing up a bride and have pretend weddings). I think sometimes political correctness goes too far – someone is always offended by something and it creates an unnecessary furore.


  • Let kids be kids, it’s not appropriate for them to be firefighters until they are adults but they are imagining a future not mimicking anything else.


  • Wow, just WOW! So campaign to have a sweet white dress which may stimulate imagination and play removes from shelves but never mind about the second Kmart version which again, is a white wedding dress and veil but is covered in blood for Halloween… if profits from the sale of this discontinued dress supported child bride activities etc then I would completely agree but do they? Sounds like a passive way of being a martyr. If you don’t like it, don’t buy it. What a sad world…


  • I don’t know how to feel or think about this…..I loved dressing up as a bride when I was little.


  • Kids should be able to pretend play whatever they want. So sad that kids cang be kids anymore


  • I can’t believe that kmart have bowed don’t to one complaining mother and pulled this from the shelves. So she doesn’t like it. Then don’t buy it for your kid. But why punish other little girls who love to play dress up bride. People complain about the most ridiculous things now days. Why not get rid off all dress ups. Heaven forbid our kids use their imaginations. I’d hate to think what this mother has to say about Halloween


  • I don’t see wrong with this.But maybe change the name.It’s lovely dress.


  • I understand where the lady is coming from but this is harmless play for kids. If we were to pull everything off the shelf because it offends someone or can be tied to any abuse at all, we’d be left with nothing.


  • Oh come on, it’s crazy to pull them off the shelves. When I was little I used to love to dress up and pretend to be a bride. What little girl doesn’t? Saying that. I didn’t want that when I was a “big” girl. I just wanted it to be a personal thing with my hubby and I and I didn’t even want a fancy white dress. Just let little girls be little girls and if they want to dress up then let them do that.


  • This is OTT. Yes there are atrocities happening with child brides in the world BUT this is role or pretend play. Let the kids be kids. There is plenty of time as a parent to explain to your child when older the evils of the world. Let children be children and let them play. Dont stress them out.


  • I think it’s wrong to pull them off the shelves – all little girls love to dress up as brides …..


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