Hertfordshire PCC calls on major retailers to pull controversial ‘paedophile’s dream’ children's toy from shelves

Hertfordshire Police and Crime Commissioner Jonathan Ash-Edwards has called on major toy retailers to withdraw a controversial children's toy from sale after raising concerns about the messages it sends to young children about personal safety and appropriate boundaries.

Mr Ash-Edwards became aware of the product, Butt Face Chester Cheeks, which is widely sold at The Entertainer, Smyths Toys Superstore, and Amazon for £24.99, and was concerned that features presented as harmless fun could risk normalising behaviour that parents, schools and safeguarding professionals work hard to teach children is inappropriate. 

He has now taken the issue directly to major retailers, writing to them to challenge why the product is being sold and asking them to remove it from sale.

The Commissioner, who is also a father, said children's toys should reinforce rather than undermine the basic safeguarding messages children are taught about their bodies, personal boundaries and inappropriate behaviour.

He is particularly concerned by warnings that seemingly innocent products and games can be used to make inappropriate behaviour appear funny or harmless, potentially creating opportunities that could be exploited by those seeking to groom children.

Jonathan Ash-Edwards, Police & Crime Commissioner, said:

"As a father and Police and Crime Commissioner, when I became aware of this toy I was immediately concerned about whether it is appropriate for young children.

“This toy is a paedophile’s dream. Apparently innocent games or products can be exploited by people seeking to groom children by gradually making inappropriate behaviour seem normal. We should be extremely careful about anything which risks making that easier.

"Children learn through play. We spend a great deal of time teaching them that their bodies are their own, that personal boundaries matter and that they should recognise and speak up about behaviour which makes them uncomfortable. Retailers should not then be selling them toys which risk making those same behaviours seem funny or harmless.

"This isn't about taking the fun out of children's toys. It is about applying some common sense to what we market to young children and recognising that safeguarding has to come first.

"That is why I have written directly to major retailers asking them to act. I want them to look again at this product, consider the safeguarding concerns and take it off their shelves.

"Retailers have enormous influence over what is marketed to our children. With that comes a responsibility to ask not simply whether a product can be sold, but whether it should be.

"If there is a credible concern that a children's toy could undermine the very safeguarding messages we are trying to teach them, children's safety must come before sales."

Some major retailers overseas have already chosen not to stock products of this nature following concerns about their suitability for children.

Mr Ash-Edwards is awaiting responses from the retailers he has contacted and has called on them to explain what safeguarding considerations they apply when deciding whether products aimed at young children are appropriate for sale.