Mum launches campaign against Big W and Target over toddler “ballet flats” with a heel.

The Melbourne mum told Kidspot anonymously that she launched her war on the stores because she believes a raised heel on a baby girl’s shoe is not only unnecessary, it’s dangerous.

She also feels the shoes are too mature and sexualised for little girls and another chip away from childhood innocence.

“It was ridiculous,” the mother told the website.

“Flats don’t have heels. Or if they have a small one it’s a flat, stable, horseshoe shape that goes across the whole sole.

“I don’t know why they think this is necessary for a one-year-old, who could ever have thought this was a good idea.”

She said the heels were “precarious” for tots and could lead to rolled ankles.

So the mother launched her campaign by sneaking into stores to put up her signs.

The signs read:

Targeting Baby Girls/Big Win for Paedophiles

Introducing our new training heel! Part of our range of sexualised toddler products.

Why not a standard shoe-heel the width of the shoe you ask? Simple!

There are 5 good reasons to start your female child’s self-objectification at the age of 1!

Our training heels:

1. Help indoctrinate your female child into our patriarchal culture.
2. Teach proficiency in heel-running, to better escape male predators.
3. Improve balance and poise. A female child should always be graceful.
4. Strengthen ankle and knee muscles, preventing future heel-wearing injuries.
5. Ready your toddler for the workforce. Heels are a must for the working woman, especially in the now-empowering careers of stripping, prostitution and porn!

Available in Fiesta, Foxy and Frann. Because we love F words. Like F***k Feminism.

The response has been quite mixed, with many comments on social media calling it a massive over reaction.

What do you think?

Share your comments below.

 Image via Facebook

  • Maybe she should of just kept walking.


  • These would be very dangerous for one year olds to wear. They are already unsteady on their feet. Let them be toddlers for as long as possible. They grow up too soon


  • Try buying a nice dress for a 8 year old girl who is quite tall for her age and needs as size 8 – 9. Many of the styles or graphics on them are suitable for a teenager, definitely not for an 8 year old. Last summer there was fancy black tops – looked terrific on a 15 + y.o. girl, not a 9 y.o. babies/toddlers walking need sturdy flat shoes, not heels that can easily cause them to twist their feet and put strain on other parts of their body….or worse still fall over and injure themselves. Hospital Emergency Departments see too many little ones who have fallen over and injured themselves without shoes becoming another cause.


  • I really hope these are removed from stores let kids be kids. Please don’t allow these innocent little people be pushed into being an adult too soon.


  • I am definitely against sexualising little girls (I have a 4 year old myself), but seriously, all that over a tiny heel? There are ways of doing things and that is not the way. All you’re going to make yourself look like is a crazy person and have no one really want to listen to you. An while we are on this topic, what about all the bikinis you can buy for babies/young girls? Do we not think that that is highly sexual? Bikinis are essentially supposed to be a bra and underpants type format – why have anything bra like and showing excessive amounts of flesh on children- they don’t even have breasts! Personally, I will not be allowing my daughter to wear a bikini until she is in her teens and actually starting to mature.


  • Really? Don’t buy them. Perhaps contact the retailer or Head Office first. Businesses and brands can be damaged so easily by actions such as these. Retailers are not unreasonable and I think there are better ways of handling things than going straight to social media. If you don’t like the product, don’t buy it. Let’s not blame retailers or business for the behaviour of paedophiles either. Seriously. We remove all responsibility from these scum of the earth criminals by blaming everyone else for their behaviour.


  • I agree with her that it’s ridiculous to dress your baby / toddler in sexualised clothing and high heels ! She would have gotten my signature if I would have see this campaign. Simply not buying these products isn’t enough as obviously there’s a market for it. People need to become aware of the negative effects this type of clothing can have.


  • She obviously felt strongly enough to go to this trouble. I just wouldn’t have bought the shoes.


  • Love this! High heeled toddler/ girl shoes are the tip of the iceberg. Look at the sexualised clothing, dance costumes, dolls etc on the market. Girls as young as six are calling themselves fat. I think this woman is doing a great thing in raising the awareness so others can protect their daughters.


  • You go girl!!!


  • I was looking for new flats for my girls and I came across these at Target. They were cheap but because of the heel, which I thought was dangerous and unnecessary, I opted to pay more elsewhere.


  • I agree with this lady. I think clothes for babies, toddlers and young children have become provocative and over sexualised. Yes the easy thing is to just not buy them. Unfortunately, some mothers see nothing wrong with dressing their 1 year old to look like a 16 year old.


  • Everyone is entitled to their own opinion-there is no need for a lot of types of clothing and shoes that are aimed at our young children all the time. However, I truly wish that we could organise a more concerted effort against paedophiles and the laws that protect them instead of our children in the law courts so that they cannot keep getting away with it until they kill, like in the Daniel Morcombe case.


  • Every-one has there own opinion and she has expressed her’s!


  • I don’t think it is nessacary for young girls to wear shoes with heels, but why not just avoid buying them.


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