High heel, hidden-wedge sneaker shoes called “Daddy’$ Money” have outraged parents and parenting experts.
The new sneaker line by Skechers is geared toward pre-teen girls. The name of the sneaker, their advertising campaign, and their television commercial are all about “daddy’s money” and “swag.”
The shoes come in different themes that start with the word “Gimme,” such as “Gimme Kisses” and “Gimme Glitter.”
One mom wrote that she was watching The Hub children’s television channel with her 9-year-old daughter and her daughter’s friend when the “Daddy’$ Money” commercial came on. They were all surprised.
She was shocked that the commercial was not a joke, but real—and it was playing on a television station geared toward elementary-aged children.
She wrote on her blog that she “started ranting about the degradation of our society and how girls need to be valued.”
The points she wrote in her blog were:
1. This is not how we should teach girls and young women to get what they want.
2. It’s not right to give girls the impression that they can put on tiny shorts and a belly shirt, and ask “daddy” for some money.
3. It’s terrible that the sneaker line is being geared toward teens and elementary-aged girls.
4. A two-inch heel sneaker may not be healthy for girls’ growing bodies.
5. The secret heeled sneaker may lead to injuries, hurt the back, and limit participation in school sports.
6. The sneaker is $50-$65.
7. “Why do girls even need a 2-inch wedge?” she asked.
8. It teaches girls that if you’re not good enough then you can just buy a product to fix that.
9. You can get a man to buy it for you since you just want “swag.”
“Because this is what we want our daughters to be like,” wrote the mom. “We want them to say “GIMME” when they want something. To dress in tight clothes and go to their daddy with their hands out and say ‘gimme.’”
Eric Souter, another mom blogger with Café Mom’s TheStir.com, told ABC News that the line is “totally sexist,” and the whole idea of self-worth is off on the Skechers new sneaker name and advertising.
“In this day and age many mommies are footing most of the bills, if not all the bills,” she said, adding that you also want to motive young people today to be independent and know how to support them selves.
Skechers defended their shoes and their commercials in a statement to the news station.
“The Daddy’s Money name and the collection’s advertising are designed to be fun and lighthearted,” stated the company. “We regret that some people have been offended by the name.”
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