(ABC) — Controversy is most definitely afoot for Skechers. The popular shoe brand is under fire for marketing it’s new line of brightly colored high-heeled wedge sneakers called “Daddy’s Money” to pre-teen and teenage girls.
“This is whole campaign…this shoe is ridiculous on so many levels.”
The tag line? “Get spoiled with daddy’s money, ultra-cool shoes that will put you in the spotlight…”
But now it seems the only thing in the spotlight is Skecher’s itself, with mommy bloggers like Ericka Souter expressing their outrage.
“It teaches young girls that they can use their feminine wiles to get what. They want even from their own fathers and it’s totally sexist. In this day and age, a lot of mommies are footing half the bills if not all of the bills,” says Souter, who blogs on thestir.com
Commercials for “Daddy’s Money” are now airing everywhere from MTV to children’s cartoon channel “The Hub”.
Parenting coach and psychotherapist Tammy Gold says it’s more than just shocking, it’s sending a potentially dangerous message to young and impressionable girls.
“The whole aspect of self worth is off in this because you want to motivate children, especially in this day and age, to do for themselves, to be independent, to get things from themselves to earn one day and all of this is saying the opposite,” Gold adds.
But Sketchers is putting its considerable foot down and defending the line, telling ABC News: “The Daddy’s Money name and the collection’s advertising are designed to be fun and lighthearted, and we regret that some people have been offended by the name. ”
Fashionable or not, the daddy’s and mommy’s ABC News spoke to say they won’t be spending their money on the controversial kicks any time soon.