to think that Dollybabe versus Leader should never have happened?

Our seven year old granddaughter chose "boys' shoes" (sturdy and practical) this time as they are more robust and she is very active, climbing trees etc. The "girls' shoes" (pretty and impractical) she previously had wore out very quickly.

People often say that the choices girls and boys make are innate and, to some degree, that may be true. However, I think what is often forgotten is that these insidious role-defining messages are being sent out all the time, often with us barely realising it.

Some say advertising doesn't influence them and they are totally immune to the messages sent out. Why on earth would businesses spend millions of pounds on advertising and branding unless it had been proved to be effective?

These are extracts from an article in The Scotsman in 2005:

"CHILDREN as young as two can recognise two-thirds of popular brand logos, a new study has found. Psychologists have discovered that toddlers can recognise the emblems of famous brands including McDonald's, Shell, Nike, Mercedes and even Heineken. ..........

" ....The Dutch study, published in the Journal of Applied Development Psychology, involved 234 children aged between two and eight. The children were shown the logos of 12 brands, some of which were aimed specifically at children, such as M&Ms sweets, Duplo toys and Wall's ice cream, and others aimed at an adult market such as Shell, McDonald's, Snuggle fabric conditioner, Nike, Mercedes, Heineken and Camel cigarettes. The academics behind the report found that, by the age of two, children knew the symbols of between eight and 12 brands on average - even if they were not sure what products those firms sold. The report said: "Our study clearly shows that exposure to television has consequences for the brand recognition of even the youngest children."

Many girls and boys will be able to read the names of these shoes and, whilst they may not consciously be aware of the premise under which they are marketed, ie. boys - tough leaders, girls - pretty little airheads, there may well be a subliminal effect. For that reason, I certainly don't think it is a big fuss about nothing.

Why not just have a range of shoes with neutral names then parents / children can choose the sort they want to wear.

Dgd (7) is much harder on shoes than big brother (8).
New shoes at start of easter term worn out in a month and next pair were very scruffy before end of summer term
( June).
Think they'd swap???

Plenty of the Clarks girls' range are robust, sensible and practical, if you can get your girls into them (I'd have had one hell of a job). The shoes are dolly shoes, that's what the style's called, for good or ill. The Babe moniker is ludicrous. It must be hard coming up with new names, but I can't imagine how this was ever approved.

subliminal

Smithy
It's sublimal brainwashing

Both my DGD were wearing Nike trainers today which is just as well as they hurtled round the play park and climbed the rope pyramid and played football.
I haven't noticed what their pretty Clark's sandals are called but do agree that someone in the design team needs some retraining.

Think some people need something else in their lives if they get het up about the names of kids shoes! Honestly!

Well Clarks have responded to the criticism. The names used do reflect the design of the shoes in that the girls shoes seem less aimed at more robust play whereas the boys are much better designed for every day school life. It could be that basic thinking needs to change in children's shoe design and that the names are indicative of that problem within Clarks.

I agree, it's a silly name for a child's shoes but I wouldn't worry about it.The name will be in small print on the box and that's it ( and the box will be thrown away soon enough.)

I agree with ninny who cares what they call shoes. I'd never bother looking at names of shoes. What a fuss !!

I'm with you Ninny - I have NEVER checked the name of a shoe before buying. I put the names right up there with the stupid names make up companies give their colours.

I DO have an issue though that boys shoes appear more robust, scuff proof, thick soles etc and girls do often seem flimsier ( more fashion shoes than school shoes).

Who cares what the shoes are called as long as they fit your child and are comfortable, can't see a problem.

we always called black patent shoes with a strap "dolly " shoes,or Mary Janes ,its just a name.I dont think the dolly part was the issue it was the BABE ..and the Leader for the boys .Someone will get their wrist slapped for that .

I've always found the names that Clarks give their shoes quite ridiculous. I have a pair of their boots called Matron Ella - such an unglamorous name I think.

Good. Forget my thread on the same subject!

Just heard that Clarks have withdrawn them due to feedback!!

Wasn;t there another recent ad which was complained about, where the soles of Clark's shoes were described as 'tough' for boys and 'sensitive' (or similar) for girls?

Apart from names why do boys get robust, practical and sensible shoes and girls get ones that are useless for running around the playground etc.?

Oh for heaven's sake just read about this in The Sunday Times, who in God's name at Clark's thought this was a good marketing strategy. I bet they are incandescent over on MN, and quite rightly so. I usually buy my granddaughter Clark's shoes for the new school year at the beginning of September, will have to think of an alternative source now. "Dollybabe" how utterly nauseating particulary when pitted against the macho/sexist "Leader" shoe for boys

Lilfolk Bud? Lilfolk Bud?

If it was indeed an advertising ploy - cause outrage and get on the front pages, I'm not sure which offends me most. The notion than someone in Marketing is so stupid or that the senior managers agreed this is a Good Idea to get noticed. Yuk yuk and more yuk. I bought Clarks for my children, now buy for my grandchildren (following the family tradition started by my own grandparents.).
I'll have to find alternatives

Do they Teetime? I'll go and have a look.

You mean they might have deliberately chosen to be provocative to get their school shoes mentioned? Heavens to Murgatroyd (sp?) - that would be dastardly fiendish (as JRM might say)

Clarks always call their shoes ridiculous names.