Sexist, insulting and stereotypical: The Early Learning Centre

Sexist, insulting and stereotypical: The Early Learning Centre (ELC), a UK-based chain of toyshops, courted controversy yesterday by choosing to insult one of its main groups of customers—Dads!

In a poorly considered attempt at corporate humour, the retailer, which operates around 300 stores in 20 countries, shared a branded meme on Twitter and Facebook suggesting that the only role that dads play in childcare is telling their kids where mum is.

Fathers across the UK reacted angrily to the suggestion that mums face a long list of demands from their kids (eg “I’m hungry, “I’m cold”, “she hit me”, “can I have?” etc) while the only demand that dads have to deal with is: “where’s Mum?”.

Tom, a father of two and primary school teacher from Worcestershire, who writes the blog Daddy Daydream, described the meme as: “very, very insulting to all those Dads who look after their families.”

Insulting your customers is stupid. Especially when….

According to a survey by Netmums, nine out of ten parents now think that TV dads do not reflect the contribution that fathers make to family life in the real world. Three out of ten went further and said the way dads are portrayed in the media is a “subtle form of discrimination”.

Fatherists. This sort of #misandry should not go unpunished. And it ain’t subtle.