Tesco Removes Sign Suggesting Superheroes Are 'for boys' After Twitter Backlash

Tesco has removed a sign next to a superhero alarm clock reading "fun gifts for boys" from its stores after a social media backlash inspired by a seven-year-old girl. Karen Cole tweeted a photo of her daughter Maggie pointing to the sign at the Tower Park branch of the supermarket in Poole, Dorset, which was subsequently retweeted over 10,000 times.

In a message on her Twitter page, which is now protected, she wrote: "My superhero loving 7yo daughter not impressed when she spotted this sign in @Tesco today @LetToysBeToys." Maggie had pointed to the sign and said it was "stupid." The retailer has now removed the sign and a spokesperson insists it would "make a great gift for both girls and boys."

Mrs Cole explained her thinking behind the tweet in a blog post. "Last year [Maggie] started coming home from school saying some of her friends were suggesting some toys were for girls and some for boys. I explained that they were wrong, if the toy looks fun to play with then anybody should be able to play with it. She could play with knights and dragons and boys could play with dolls and kitchens if they wanted to."

"So when she noticed the sign in Tesco I was pleased she'd remembered our conversation and impressed by her indignation." Cole's tweet has generated much debate online in addition to the retweets, with many parents sending messages of support but others dismissing her concerns. One user wrote to say she was "turning her into a man-hating feminist."

She has addressed the issues in the post, and signs off with a final message of encouragement: "Your little girl makes it easier for my little girl to be herself. Thanks." Ironically, Tesco are currently running a social media campaign highlighting the power of just one tweet [Mashable].