Does this new GAP Kids advert imply girls are thick? Parents are in uproar at ‘sexist’ promotion
Parents are up in arms about the supposed suggestion only boys can be clever... while there's also an unfortunate spelling mistake
PARENTS have labelled retail giant GAP ‘sexist’ on social media after seeing its latest kids’ clothing advertising campaign.
The promotional email was sent to parents throughout Britain – and also appears on the homepage of the website.
The brand’s marketing team inadvertently ruffled a few feathers with its distinction between lads as ‘little scholars’ and girls as ‘social butterflies’.
To add to the online shop’s embarrassment, theoretical physicist Albert Einstein’s name was even spelt WRONG on the boy’s shirt – with the ‘e’ and the ‘i’ the wrong way round.
Dozens of people have taken to Twitter to slam gap for their ‘sexist’ campaign.
Rainbow Murray said: "Shame on you GAP for this disgraceful sexism that diminishes little girls #NotBuyingIt".
Lovely Jane added: "Beyond parody GAP have retreated to 1950s sexism and can't spell Einstein".
And Sam Missingham wrote: "Thinking GAP should swap social butterfly for literary badass for alternative aspiration for girls. Maybe I'll mock one up."
Stella Creasy wrote: "Oi GAP stop telling our kids their gender determines their talents!"
While others are worried about the message this could send to young kids, in terms of affecting their future aspirations.
Grace with Fire asked: "My brother played with dolls when he was small. Can he still do that physics degree or nah?"
And Ruth Walker-Cotton wrote: "Dear GAP my daughter & son both love to have genius ideas - please don't limit them. PS you spelt Einstein wrong".
S-A Somerville said: "I hope GAP pull these ads (and the clothes). Girls can and should be inventors/scientists too #STEM".
However, the looks in question are actually just two outfits in a series of four different 'personalities'.
As well as The Little Scholar and The Social Butterfly, GAP also has a female Adventurer and a male Comedian.
GAP spokeswoman Liz Nunan told Sun Online: “GAP brand has always stood for individuality, optimism and creativity.
“Our intentions have always been to celebrate every child and we did not intend to offend anyone.”