The Entertainer Faces Parent Backlash Over 'Creepy' Kids Skincare Range
High street toy retailer The Entertainer is facing significant backlash from parents across the United Kingdom, including in Birmingham, for introducing a new skincare range specifically targeted at children. Mums and dads have taken to social media to express their concerns, labeling the products as "creepy" and questioning their appropriateness for young audiences.
New Skincare Products Spark Controversy
The Entertainer, which operates over 150 stores nationwide, has recently begun stocking skincare items manufactured by Sol Beauty. This new product line includes serums and oils that are advertised with in-store signage promoting "4 steps to a natural glow up," suggesting they can provide children with a radiant complexion.
However, many parents have reacted strongly against this marketing approach. One X user commented, "That's just plain creepy. Then again, with Claire's closing down maybe The Entertainer sees an opening, bizarre as it seems..." Another shared their experience, stating, "I went into a branch of that store just before Christmas and was shocked by the same display."
Parental Concerns and Divided Opinions
The criticism has centered on fears that these products impose adult beauty standards on children at a young age. A third social media user remarked, "First toy shops are closing down and now little girls are being subjected to harsh beauty standards since the few toy shops that are left are now selling skincare..." Some have even described the range as "dystopian," highlighting broader societal worries.
Despite the backlash, there are also voices defending The Entertainer's decision. One supporter argued, "It's skin care stop acting like it's sex toys," while another noted, "It's not much different from those cheap makeup sets they've been selling little girls for forever." The initial tweet announcing the new range has garnered widespread attention, receiving numerous responses and shares online.
Background on The Entertainer's Business Changes
This controversy emerges against the backdrop of recent structural changes within the company. Last year, it was reported that the family behind The Entertainer was transferring ownership of the business to its 1,900 employees. The retailer was placed into a trust by the end of September, with future profits being used to make payments to the founding family.
Financial records show that the family paid themselves a £15.6 million dividend in the year ending January 27, 2024. This occurred despite a decline in annual pre-tax profits, which fell by 18% to £6.7 million, as sales dipped 3.7% to £238.3 million. This dividend was their first since 2019, when they received £2.6 million.
The introduction of children's skincare products represents a new direction for The Entertainer, traditionally known for toys and games. As the debate continues, it remains to be seen how the retailer will respond to the growing parental concerns and whether this will impact their sales and reputation in Birmingham and beyond.
