A new toy pram range that suggests girls ‘Play Like Mum’ has sparked outrage among mothers who say it reinforces gender stereotypes.

The collection of doll prams by Silver Cross is set to be launched later this month – and are designed to look just like their grown-up prams, reports Daily Mail.

But the Play Like Mum range has already sparked controversy, with some mothers suggesting that the brand is ‘trying to take us back to the 1950s’.

Special edition toy prams that are already on sale on the Silver Cross website have also been criticised for the way they are advertised to little girls.

play like mum pram

The Play Like Mum toy pram range is designed to ‘allow your little one to play just like mum’.

In a campaign post Silver Cross shared, “After months and months of planning we’re working hard to finalise production and get the prams ready to allow your little one to play just like mum.”

But the implication that only mothers push prams has been heavily criticised on social media. Or that little boys can’t play with prams. HELLO!

Campaign group Let Toys Be Toys said: ‘New range from @SilverCross_UK being pitched with a surprising angle for 2017. ‘Why exclude one 1/2 of parenting role models from the get go?’

Adding, “Dads pushing prams are not radical & boys like pushing prams too!”

Well said!

What do you think of this campaign? Should they target a broader market?

Share your comments below

Image via Silvercross


  • so what!!! this is not a big deal! women do have their roles to play and men love feminine behaving women! it is biological! guys generally don’t want to date a woman who is stronger personality wise, than themselves and this doesn’t mean that women are weaker by any means. So what if a boy plays with a pram? it means that they are learning to be a great dad. There is no reason to get upset about this ad lol and besides this advertising pales in comparison to the advertising that referred to women in the 1950’s. A modern woman would surely be offended by them “good old days” especially if they can’t handle this ad. Lol! :)


  • My younger brother played with my pram. I played with some of his toys including his matchbox cars, trucks etc.


  • I don’t think it’s wrong to target girls at an age where they want to imitate their mum’s. Just like with all other marketing, we can’t control what the media supply, but we can teach our children how we want them to respond to it.


  • I think it’s foolish for them to take this approach – although have you checked the toy aisles recently? A sea of pink on one side, a sea of blue on the other! And very different toys on offer.


  • To be honest I think this a great looking pram and my boy loved these colours when he was little.
    Of course boys can play with prams and of course boys can play with pink prams too.


  • Toys should be for all children and not based on gender.


  • Bout time the gender police took a step backward. Most advertising is ridiculous anyway and who takes notice of it? Certainly not the buying public. But the gender police have made sure more of us know about this than we would have if they had left it alone.


  • Please, do we need to be so precious about marketing??!!


  • I don’t have a problem with the campaign,little girls want to be like there mum!


  • If a little girl OR BOY wants a toy pram and pretend to be a parent just bloody let them. Its a tough job being a parent and if they want to start practicing that responsibility early then who the hell cares about how its worded. Who even reads the packaging?


  • I find the word PLAY as offensive as ignoring the male population!!! As a mother of five and grandmother of ten, I can assure you I am not playing when pushing a pram. I am on my way to pay bills, do shopping, pick up other children, attend appointments and a myriad of other things. Being a Mum is a full time job. How about a new name? Work like your parents do.


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