Furious parents have slammed Target over a doll that encourages bullying.

The product in question is a spectacle-wearing doll called four eyes.

The makers of the dolls, named ‘4 Eyes’, claim they promote body positivity.

But the toys have been blasted by Australian mothers for encouraging bullying, shares Daily Mail.

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The controversial US-made doll, from the ‘Positively Perfect’ collection, has been rolled out across Australia through the department store Target.

4 eyes 2 4 eyes

While the company behind them claims online to ‘encourages girls to embrace their unique qualities’, a number of mothers have told a different story.

Fuming mothers are taking to social media angry at Target for promoting name-calling among young children.

Target Australia said in a statement they were working on reviewing the wording on the packaging after growing pressure from the public.

‘Our intention in ranging this doll was never to mock or make fun, but rather to teach young children to embrace their differences and be proud.

‘We are taking feedback seriously and are working with the supplier to review the wording on the packaging.’

The US company responsible for the doll, The World of Entertainment, Publishing and Inspiration, said the dolls were made to empower young girls.

‘The concept of ‘4 Eyes High Five’ was designed to help little girls wearing glasses feel a part of a cool club of people —including myself —who wear glasses,’ said World of EPI creator Dr. Lisa Williams.

‘I truly apologise if my intentions weren’t clear and any children or parent was offended. As a survivor of childhood bullying, I understand the pain of being bullied.

‘In light of the recently discovered information and concerns, the World of EPI will further look into this matter with our partners in manufacturing and distribution.’

Do you think the dolls are offensive and encouraging bully?

Share your comments below

  • Seems to show that bullying and name calling is OK – pity that it is called 4 eyes.


  • My daughter is just finishing up year 1 and has worn glasses since she was 2.5yrs old. I saw these dolls and immediately wanted to buy one as i thought it would bring about a positive vibe for her. However, on seeing the name “4 eyes” on the box i was taken aback and put the doll back and decided not to purchase based on the fact that i do not want to support such a label, i actually felt hurt and sad for my daughter. In her short little life she has endured on and off bullying for the last 2 years for wearing glasses to the point that she hates herself, thinks she’s ugly and wants to die. She’s only 7 – what on earth were they thinking when they wrote that on the box and thought it would be positive. And no i am not over-reacting or being politically correct or any of the other wayward comments that get thrown around by those out there who have never endured heartache on their kids behalf. I am just a caring mum with a sad little girl who doesn’t want to be bullied anymore. This is just giving those out there the right to use this term and be hurtful just because a doll with glasses is called “4 eyes”
    I’m sorry, but i don’t think the name is ok, but i do love the dolls.


  • The dolls are gorgeous but the word ‘4 eyes’ is cruel. They should have come up with something else.


  • To some young children a dolls are like little playmates. Little play mates (other children) have 2 eyes not 4. most start playing with dolls when they are young toddlers. They learn to count at a young age, some before the age of 2 y.o. Even before name counting that is going to cause confusion. Regardless of bullying I don’t think the name is a good choice. If this item is exclusive to Target they should have been allowed to have some input in the name.


  • The doll itself is not offensive. I myself think she is cute and little girls or boys who wear glasses would love them too. It’s the wording of calling her 4 eyes that could encourage bullying even if it does say high 5. Kids are not going to put that together they will just see 4 eyes. Remove the wording 4 eyes and it should then remove the problem


  • The doll is actually called a ‘positively perfect’ doll. The point of the dolls is to teach young kids that they are perfect just the way they are. The ‘4 eyes high five’ on the box is a statement that is meant to heighten the point that it’s ok to wear glasses. I don’t understand why some people are having such an issue with this doll.
    My Emily who wears glasses received the Emily doll for her birthday recently and she thinks it is brilliant. She took the doll for show and tell at school and was so proud to own a doll that not only shared her name but wore glasses just like her. I give two massive thumbs up to the creators of this doll for helping my child feel special and I’m sure many other children also!


  • I think it’s a good idea. Take the pain and shame away from having to wear glasses by making it more normal and everyday with dolls like this


  • how are the dolls offensive?? I was labeled four eyes and pirate when I was in primary school, which was hurtful but I learned to embrace it. I actually think the dolls are cute, maybe just a re-name would be the solution.


  • I agree that the doll is not offensive, but the name is not helpful.


  • I think the doll consumerism is going to far, why not just have a normal unbiased name with accessories like glasses to put on and off. Target should have thought this through a bit more.


  • 4 Eyes? Why did they give that name? It’s the name of the doll that creates problems. The doll in itself is simply adorable. But the choice of the name… really questionable!!


  • Hmmm… interesting choice of name for the doll. I understand the theory behind the doll and support the doll as being a great idea for showing diversity, etc. but at what point did the manufacturers not think to test or focus group the name? Target is only a retailer of the doll, and doesn’t generally have any say over the name of a product, but they do have the choice to sell the doll or not.


  • A doll with glasses is a great idea but I simply can’t fathom why it would be named the way it is? The name stops me from buying one.


  • I certainly wouldn’t buy one. I doubt they’ll last long.


  • I didn’t have glasses growing up, but my best friend did. I have never called someone 4 eyes and never will. Is it offensive, a little bit. I feel you could have the dolls with glasses celebrating the differences, but given them a better name.


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