A toy resembling a squeezable, bum-shaped figure named Chester Cheeks, sold for children as young as four, has drawn sharp criticism from a UK police official and child safety experts. The toy, which allows children to squeeze, stretch, and pull its cheeks apart to produce farting noises, is being sold in retailers such as Smyths Toys.
Hertfordshire Police and Crime Commissioner Jonathan Ash-Edwards reportedly wrote to retailers, including Amazon and The Entertainer, describing the toy as a "paedophile's dream." This strong statement highlights concerns that such toys could normalize inappropriate touching and erode personal boundaries in young children, potentially making them vulnerable to exploitation.
Dr. Niamh Lynch, a consultant pediatrician with an interest in pediatric neurology, has also voiced concerns, noting that children learn acceptable behaviors through play. She draws a parallel to not providing children with toy cigarettes, suggesting that caution usually applied to other sensitive topics seems to dissipate when a toy has a humorous, albeit crude, function.
Parents have expressed mixed reactions. While some find the toy amusing and see no issue with children finding bodily functions humorous, others, like one mother quoted in the report, acknowledge their children would love it but choose not to purchase it, recognizing that a child's immediate enthusiasm is not always a reliable indicator of appropriateness. Kristi McVee, a former specialist child interviewer and child safety educator in Australia, has warned that toys of this nature might contribute to normalizing touching that could be exploited.
Further adding to the controversy is another toy from the same manufacturer, Squishy Tushy, a smaller sensory fidget toy. Its marketing image depicts a child's finger positioned between the toy's buttocks, accompanied by the tagline "Peek a Tush." Experts question the necessity of such imagery and the implications of deliberately creating and marketing such a visual to parents of young children.
While toys undergo safety regulations concerning physical hazards like choking or toxic materials, the ethical and developmental implications of their design and marketing remain a significant concern. The toy industry's focus on creating attention-grabbing products is questioned, with the argument that the adults involved in the production and sale process should apply greater scrutiny.
The manufacturer, Goliath Games, has stated it is considering design changes and age recommendation adjustments for Chester Cheeks. However, the report notes that Squishy Tushy, despite the controversy surrounding Chester Cheeks, remains on shelves with the same imagery and age recommendation. The author suggests that a toy's ability to provoke a reaction or go viral should not overshadow the responsibility of ensuring it is appropriate for its intended young audience. Retailer Smyths Toys had not responded to requests for comment regarding the removal of Chester Cheeks at the time of the report.