Big W removes kids' L.O.L dolls after furious Aussie mum discovered they changed into lingerie and BONDAGE clothing when dunked in cold water

  • Big W, owned by Woolworths group, will remove its LOL Surprise #hairvibes dolls
  • Kate Worsfold exposed their hidden lingerie online this week, sparking outrage
  • Ms Worsfold welcomed the news but said removing one range was 'not enough' 
  • Professor of Psychiatry Louise Newman said sexualistion de-sensitises children
  • She said this poses the risk of making children more vulnerable to predators 

Big W has removed a series of L.O.L surprise dolls from their shelves in response to a series of complaints after a mother exposed the toys' 'hidden feature' online.  

Kate Worsfold, from Brisbane, went viral this week for her Facebook video demonstrating how the popular toys changed into lingerie and bondage clothing when dunked in cold water.  

The brand, made by American company MGA Entertainment, is sold at toy stores across Australia, including Target, Kmart, and Big W. 

Brisbane mum Kate Worsfold (pictured) went viral this week after sharing a video on Facebook urging parents to avoid LOL Surprise Dolls after discovering  hidden 'sexualised' outfits on her daughter's toys

Brisbane mum Kate Worsfold (pictured) went viral this week after sharing a video on Facebook urging parents to avoid LOL Surprise Dolls after discovering  hidden 'sexualised' outfits on her daughter's toys

Big W, owned by Woolworths group, on Wednesday told Daily Mail Australia that one range would be stripped after customers expressed concern. 

'We have listened to our customers' concerns and have made the decision to remove the range of LOL Surprise #hairvibes dolls from our shelves,' a Big W spokesperson said. 

'We continue to work closely with our supplier to ensure that future ranges of LOL Surprise at BIG W are consistent with our customer's feedback.'

The line, marketed for children aged six and up, features little girl figurines that are stylised to look like adults. 

Disturbing sexualised outfits appear on dolls bodies once dipped into icy water, including shackles around the wrists, nipple coverings, skimpy underwear, tattoos, suspenders, long black boots and body nets.  

One doll when chilled had the word 'caution' scrawled over her private parts. 

While Ms Worsfold welcomed Big W's change, she said removing only one range of the dolls was not 'good enough'.  

L.O.L. Surprise dolls are figurines of little girls made by US company MGA Entertainment and sold in Kmart, Big W and Target stores across Australia

L.O.L. Surprise dolls are figurines of little girls made by US company MGA Entertainment and sold in Kmart, Big W and Target stores across Australia

Some dolls' secret outfits include body nets, tattoos, nipple coverings, long black boots and suspenders

Some dolls' secret outfits include body nets, tattoos, nipple coverings, long black boots and suspenders

'As far as I'm concerned you don't just pull one weed out, you pull them all out, one does not make a difference,' she told Daily Mail Australia.

'It is like they are pulling just one range to keep customers quiet.'

'It falls under their accountability. Silence is consent.'  

Louise Newman, Professor of Psychiatry at the University of Melbourne, said the dolls fall into a longstanding culture in marketing practices of sexualising young children. 

However, she said campaigns have alarmingly shifted towards hiding messaging compared to past advertisements which were more transparent in their goals to sell adult products to children. 

'There is a lot of concern about what is being marketed to children and how it models adult sexualisation,' she said.  

'There is a subliminal message that being sexy and flirty when they are young is appropriate. Children need to be learning about sexual behaviour in the context of growing up.' 

She said the practice is dangerous as it can de-sensitive children to adult sexuality, potentially making them more vulnerable to predators. 

'One thing predators will count on is kids being vulnerable,' she said.

'This sort of marketing is a part of a culture of breeding that it is okay for children to be exposed to these messages, and people are not on the lookout for it like they should be.

'If kids are getting a message that it is okay to do sex things, some people will take advantage of that.

Big W has announced it has removed the Lol surprise #hairvibes range from its shelves in response to customers' complaints

Big W has announced it has removed the Lol surprise #hairvibes range from its shelves in response to customers' complaints

The #hairvibes range (pictured) is marketed for children aged six and up, and sold at Myers, Target, and Kmart

The #hairvibes range (pictured) is marketed for children aged six and up, and sold at Myers, Target, and Kmart

'There needs to be more control over what is marketed to children and a push to avoid sexualised advertising. Children do not need this. It does not need to be there.'

In a 2010 report, Professor Newman found premature sexualisation has a negative impact on the psychological development of children, particularly on self-esteem, body image and the understanding of sexuality and relationships. 

'Exposure to sexualising messages contributes to girls defining their self-worth and popularity in terms of sexual attractiveness, with negative impact on self-esteem,' it read.

'[This] is associated with depression, impaired sexual development in adolescence and poor self-protective behaviours in adolescent relationships.'

But Professor Newman doubts the industry will change anytime soon.

'When there is outcry retailers will remove it, but someone else will market it and sell it again,' she said.

Daily Mail Australia contacted MGA Entertainment, Kmart and Target on Monday for comment but are yet to receive a reply. 

MGA previously told Fast Company: 'L.O.L Surprise! is a fashion-forward doll brand designed to be fun and expressive. 

One of dolls' underwear became thinner, black bands developed on its wrists, and the word caution appeared over its private parts (pictured) when Ms Worsfold dunked it in water

One of dolls' underwear became thinner, black bands developed on its wrists, and the word caution appeared over its private parts (pictured) when Ms Worsfold dunked it in water

'We work very hard to be a brand that listens and adapts to our fans’ requests. We acknowledge the recent feedback received and thank you for bringing it to our attention.

'We have implemented comprehensive corrective measures to our design and approval process while ensuring the essence of the brand is kept intact.' 

Only some of the L.O.L. surprise dolls have colour-change capabilities, including the the Surprise Confetti Pop Series 3-1 and Lil Sisters Series 3-1. 

Since racking up almost 10 million views for her clip, Ms Worsfold has received both praise and backlash. 

Her family has been trolled by critics who did not support her outrage, and their safety has been compromised, a matter which is now with police. 

Still, she has vowed to continue her fight in raising awareness about the broader issue of child exploitation.

Parents from across the world have been flocking to online forums to share photos of the hidden outfits they have discovered on their daughters' dolls

Parents from across the world have been flocking to online forums to share photos of the hidden outfits they have discovered on their daughters' dolls

'Being a voice for the voiceless has come at a very huge sacrifice but someone has had to do it,' she said. 

'We have to see the bigger picture this is about a manufacturer that has gone back and forth with a design and gone through layers of quality control and is aware of what would happen.'

'The issue is a lot bigger than taking LOL Dolls off the shelf. This is not about appeasing the public, or just trying to put out a spot fire. This is a bush fire globally.

'I'm so passionate about the truth and standing up for what is right, I won't be forced into a corner.

'This is the generation that is going to lead the world. It matters.

'Children matter.'

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