FURIOUS parents have slammed Britain’s biggest toy chain for selling products they claim are “creepy” and inappropriate for kids.
The Entertainer, which has over 150 stores in the UK, has started selling skincare aimed at children on shelves among its toys.
The retailer is stocking products from Sol Beauty in stores and on its website, including a brightening serum and hydrating oil.
The brand promises that using its products as part of a four-step skincare routine will give kids a “natural glow up”.
One baffled shopper posted a picture to X of a Sol Beauty stand in The Entertainer displaying products including serums, cleansers and body creams.
The stand showed a young girl applying skincare and read: “4 steps to a natural glow up”.
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Many horrified parents slammed the store, with one writing: “That’s just plain creepy.
“Then again, with Claire’s closing down maybe The Entertainer sees an opening, bizarre as it seems…”
Another wrote: “I went into a branch of that store just before Christmas and was shocked by the same display.”
One described it as “dystopian”, writing: “First toy shops are closing down and now little girls are being subjected to harsh beauty standards since the few toy shops that a left, are now selling skincare…”
However, some defended the retailer, with one user claiming it’s “not much different from those cheap makeup sets they’ve been selling little girls for forever.”
Another said: “It’s skin care stop acting like it’s sex toys.”
The Entertainer and Sol Beauty has been contacted for comment.