The zero-to-tweenies are the retail market's new cash cow. On the top end of the scale we have baby Harper Beckham dressed in Stella McCartney and Burberry. Gap has taken on Diane von Furstenberg for its kids range. Expect Suri lookalikes in printed wrap dresses.
At the other end of the scale, at mainstream retailers such as Kmart and The Warehouse, there is little choice for girls other than the trashy, high-fashion range. You can no longer distinguish between skinny jeans for a 4-year-old, and those down the road for a 24-year-old in Glassons. Not to mention the bra tops, lace and handbags. Hot pink is the only colour in town.
An ever-increasing sexualised culture is creeping into the lives of our children. Products exploit their sexuality before they are ready to even understand physically or emotionally the meaning of these clothes.
It puts pressure on children to be sexually aware. Worse, it promotes a culture that says it's ok for children to be seen as sexual objects.
Groups that campaign against the sexual exploitation of women said that the Kmart underwear reduces girls to sexual playthings. Kmart has apologised and removed the underwear.
It is an encouraging response and one that other retailers should take note of.
In the UK, the influential online parent group Mumsnet successfully lobbied retailing giants including Marks and Spencers and Tesco to join their campaign called "Let Girls Be Girls".
The campaign prompted a UK government review into the commercialisation of childhood and led to proposals for tighter controls on sexualised products aimed at children.
Unless your little 8-year-old darling has their own Eftpos card (and it would not surprise me) it is the parents' purse that makes buying choices.
A retailer who recognises the gap for affordable, stylish children's clothes that are practical and age appropriate would be welcomed-and successful. We need clothes that let little girls do what little girls are supposed to do.
You can't ride bikes and roll down grassy hills in high heels.
Every girl loves dressing up. But the dressing up should remain in the dressing up box.
Kiwi parents should be encouraged by Kmart's retreat. Parent power is stronger than the Mad Men.
We should demand better from our retailers.
