Well this is… different
The past decade had brought some fabulous new inventions. Gone are the days of clunky Easy-Bake ovens that didn’t even light up when something is cooking. Gone are the Puppy Surprises where the surprise was only ever that you got ripped off and received the minimum number of puppies. As for hula hoops and elastics, come on, what century are you living in? Jacks!
2012 is all about the Breast Milk Baby. That’s right. Why have a dolly that only wees and poos and burps when you can have one that attaches its little mouth to the nipple-flowers on your daughter’s (or son’s?) bib and suckles away? (Admittedly the baby then burps afterwards, WIN!)
Community reactions to the doll have been mixed. The general consensus seems to be “well that’s a little odd but whatever floats your boat”. There has been the odd cry of ‘that’s sexualising young girls’ to which we say, have you ever breastfed? There is nothing that makes you feel LESS sexy. Breastfeeding is about giving your baby what it needs: food. Not about getting down and dirty.
But now there is a new argument being laid out on the toy changing table: Is the doll insulting to mothers who either cannot breastfeed their children or choose not to?
Bottle-feeding mother Kitty Dimblebly in the Daily Mail claims that the pro-breastfeeding movement is so strong that bottle feeders are made to feel like neglectful parents. She claims that a breastfeeding doll is just another tool for the ‘Breastapo’ to brainwash children with a ‘breast is best’ message.
This is repulsive and disquieting on many levels. Not only is it abhorrent that little girls are being asked to emulate breastfeeding mothers when they are barely toddlers themselves, it also represents an unsettling form of indoctrination.
Toys such as the Breast Milk Baby are only enforcing the pernicious and widespread prejudice against mums like me who are bottle-feeding our offspring. And, believe me, there is quite enough of that already.
I chose not to breastfeed for a multitude of reasons — most of them, I would argue, selfless — yet I have been made to feel like a pariah.
I am not an irresponsible parent who has recklessly opted to bottle-feed because it gives me the freedom to drink, smoke and abandon my newborn to a succession of carers while I go night-clubbing.
Comments
112 Comments so far
I agree that this doll is creepy, but I’m not exactly sure why I think that.
That said, normalising breast feeding again can only be a positive thing. Many people have said that a large part of the reason that many women struggle with breast feeding is because they haven’t been exposed to it. 100 years ago woman would have seen their mother and aunts and sisters breast feeding, would have seen them struggle and would have seen them overcome it, and learnt to do the same because they had no choice. Now most women aren’t exposed to a great deal of breastfeeding until they become mothers themselves, and while the doll is obviously not a true representation of breastfeeding, its a step towards normalising it, so women don’t have to go hide behind closed doors to do it.
On a side note I don’t understand why anyone chooses not to breast feed (I’m not including those with difficulties in that statement). I’m not judging, but as a currently breast feeding mother I know I just could not be bothered regularly stuffing around with bottle in the middle of the night. Baby wakes up, I wake up, whack her on the boob and I’m done. So much easier. At least for me. Stuff actually getting up to go to the fridge then heating it up. I can stay in bed. yay.
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Ok so it has to be said…. What about all the baby dolls prior to this one that is given bottles?!?!?
We could start saying that it’s an insult to all the mothers who choose to breast feed?
I think this doll is fine an so are all the other bottle feedi baby dolls of you don’t like it, don’t buy it!
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Out of curiosity – how long must you breast feed to be considered a breast feeding mother? If you swap to bottle at a point in time does that mean you didn’t breast feed? Honestly just curious about how much time you have to put in to breast feeding to have done enough for the stigma to be dropped??
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Insulting to mothers who can’t breastfeed?? Once again, we’ve taken a child’s toy, and turned it into something about us. Trust me, not one child playing with this is thinking about women who choose not to/do not breastfeed.
Besides this, I am in the “it’s a little odd” category, but whatever. It may be good for toddlers who are upset when mommy is feeding the new baby.
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Although the flower buds may be a bit extreme it is crucial that we teach our little girls about the importance of breastfeeding. A midwife informed me that nurturing play before the age of 5 will greatly influence that girl’s behaviour in adulthood, for example choosing breast over bottle. Breast feeding is the most natural role a female has in life and it is a shame the people try to turn it into something sexual.
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Feed your child however you want but sorry, breast is best. It’s not brainwashing, it’s a fact….
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Forget the whole bottle vs breast thing, I just find the bib thing with the flowers on it for the doll to suck on a bit creepy.
I bottle fed my son but he still sees other mums breast feed and sometimes he breast feeds fireman Sam, sometimes he bottle feeds Fireman Sam and sometimes he feeds Fireman Sam the fancy cupcakes I put aside for a party im having on weekend… (but that’s another disgusting, schmooshed cake story…)
I dont think we need the stupid creepy flower things, kids would still emulate even if you sold a doll on its own.
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I think the flower bib is strange, no mother puts a bib on to feed, so it’s not exactly ‘being like mum’. Kids will do what they have seen, my girls just pulled their shirts up to ‘feed’ their baby dolls but they also put bottles in the baby’s mouth. Kids copy, it’s nothing to make a big deal about.
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I hope I’m not the only one who finds the term “Breastapo” HILARIOUS.
I do feel sorry for the lady who has such a problem with a little kids’ dolly though. I don’t recall any of the BREASTAPO being up in arms about dollies getting sold with bottles.
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I love it. I also love Lactivist… I only heard it this year but it made me laugh so much
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There are also “intactivists” who campaign against circumcision.
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that’s awesome. too funny
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My 3 year old pretended to breast feed his crocodile stuffed toy when his little sister was born. Perhaps we are brainwashing him for a career with the Jackass boys???
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Can it not be argued that everytime a bottle is given to a doll it is undermining those who breastfeed. When I was feeding my son, my two year daughter would mimick me as I nursed and expressed milk. She also mimicked me on the phone, sweeping the floor, making tea etc. Don’t think you need to spend the money but definitely nothing wrong with this doll.
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I just don’t get it.Why is it considered perfectly OK for little girls to pretend bottle-feed their dolls, but not OK if they want to pretend breastfeed them? Nearly all dolls are sold with pretend bottles, this is the only one I have ever seen that involves pretend breastfeeding. What’s the big deal about having one doll out of literally hundreds that gives another perspective? If you don’t want your children to have any exposure to breastfeeding there are plenty of bottle feeding dolls to choose from.
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It would appear that the majority of baby dolls on offer to kids are bottle-fed. Is that not brainwashing children with a “babies food comes from bottles” message? I breastfed until 4 months but now bottle feed my baby. I am certainly not offended by a breastfed doll. Breastfeeding IS actually more natural so it seems hypersensitive and unnecessary to take the creation of this doll so personally.
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Um sorry…..but we’ve had baby dolls that had bottles to feed them for years..this just shows the other side whats so wrong with embracing both options?
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I think if you get your child this doll – or if your child gets it as a present, as a mum, you can choose to have a positive conversation with your child about it. About feeding babies. You can start teaching them early by explaining about breastfeeding and bottle feeding WITHOUT judgement / negative connotations about either. You can explain that not all babies can be breastfed, so sometimes mothers use bottle feeding. By using this doll in a positive way to teach about children feeding (in simple age appropriate terms and netural) helps them understand about feeding babies, and helps them to form non-judgemental attitudes about things. Good time to start early before they reach the breast vs bottle debate – which no doubt will be still there as hot as ever- when they grow up!!
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When our son was born our 3 year old daughter would imitate me breastfeedng her brother. I wouldn’y buy this doll, let kids use their imagination. Plus it sounds awful
http://www.youtube.com/watch?v=x7PsVQH6lCQ
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It really gets to me, when you are exclusively breastfeeding your baby, how many people suggest you formula feed as soon as they hear your baby cry. “Don’t have enough milk?”, they enquire politely. Ah, yes. My daughter gained 380 grams this week, thanks so much. The questions always come from women who failed to breastfeed. I can understand and empathize with those women, but get sick of them hanging their own insecurity on me.
The doll is silly, but I couldn’t even find a book that depicted breastfeeding for my two year old in preparation for the new baby, it was always the bottle in the accompanying illustrations. Why do breastfeeding women have to apologise for having ample supply and the inclination to do it? Cry offended all you like, but everyone is over it.
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I am very disgusted with this doll as a mother and woman who could not breast feed I find it insulting and I believe it is just another way to brain wash our children.
I’m sick and tired of being labeled for formula feeding, all the woman I know who formula feed could not breast feed it was not a choice I don’t know one single person who has just chosen not too. It’s about time the ABA and the “booby police” get off their high horse and relise at least we feed our bubs. If we can’t breast feed what else are we suppose to do, find a wetnurse??
I believe the ABA should be dispanded and in its place an organisation that positively encouraged woman to feed their babies. Educate woman on both breast feeding and formula feeding in a positive manner. But most of all support the choice of woman.
Sorry if iv gone on but I have been abused, put down etc for formula feeding even though I had no choice so it’s a topic I feel very strongly about and this doll is just taking things to a leavel where it shouldn’t be.
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So we should ban bottle feeding dolls too?
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Lovely Lady, I find it very sad that people have labelled you and abused you for bottlefeeding. Some people get a bit over-zealous in their enthusiasm for breastfeeding, just as others do for bottlefeeding.
I doubt any of us is trying to brainwash our children- we would merely like them to grow up knowing that breastfeeding is normal, natural and how babies were meant to be fed (and indeed how the vast majority of humanity were fed for millennia).
Just for your information, the ABA was established by mothers, for mothers, to encourage and promote breastfeeding. It is still run by mothers, for mothers, and while there are enough of these wonderful ladies who care enough about helping others that they are willing to give up their time to run the organisation, I feel it won’t be disbanded. I pray it won’t, as without the support of ABA, breastfeeding may well have been less successful for me and many others. Also, I think they have had a very significant impact on breastfeeding rates in Australia, which have increased dramatically since ABA was established. Obviously many more women were able to breastfeed with the right support, and supporting mothers is what they are about. I think you’d find any of their trained counsellors would support you in your choice, regardless of what is was, though of course, as a breastfeeding support organisation, doubt they would have the expertise to help you with bottlefeeding. Going to a breastfeeding support organisation for help with formula choice is sort of like going to a lawyer to get a haircut.
I do hope you have more favourable experiences with breastfeeding mums in the future. Most of us aren’t fanatical and are happy to allow mothers to feed however they like.
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Sounds a lot like Kitty is feeling guilty about ‘choosing’ not to breastfeed.
Breastfeeding is hard work and requires determination, especially in the beginning. It took a full week, possibly more, for my daughter and I to work together at breastfeeding. She gave up after 24hrs.
The doll is not offensive – it obviously hits a raw nerve for her.
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Why can’t we just give children baby dolls? Without accessories….
I find these dolls and the accompanying vests weird, but dolls that wee are weird as well. Whatever does it for you though I suppose.
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I don’t really have a problem with the doll, but I do agree that it does send a certain message about “breast is best”, and I would also ask whether it glamourises young pregnancy? I don’t necessarily agree with these two issues surrounding the doll, but it is interesting to debate.
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How does it send the message that breast is best though? How is it different to girls bottle feeding their dolls?
Genuine question, please don’t be offended.
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So are baby dolls that come with bottles send certain messages about that?
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I don’t see how a breast feed doll is any more likely to lead to young parenthood than a bottle feed one. Do you have any reasoning for why it would?
I had a baby born and I loved playing with her, ‘feeding’ her as a child; but never once did I think when I was 13, “Oh, I liked feeding my baby born when I was six, therefore I’m going to try make a baby”. My parents got her for me right before my baby brother was born and I did pretend to breast feed the doll.
I wouldn’t personally buy my daughter one of these dolls as it seems like a waste of money but each to their own.
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You only feel like a pariah if you let yourself. You are either lucky enough to make the choice, or due to circumstances, the choice is made for you. Then you simply get on with the job. Just you and your baby. The two of you. Feeding. No-one else.
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Excellent point, and it goes both ways too. I would have been THRILLED to have KDot take formula, but she never took to it. Still going at 19 months I obviously don’t feel it’s such a burden, but earlier on it would have been good to know I could leave her without worrying about her drinking/eating enough because she wouldn’t take a bottle!
The way Kitty is trying justify her choice (she’d argue it is selfless, for example) doesn’t sound too convincing, and it sounds like she’s trying to convince herself. Years of dollies sold with bottles hasn’t made me feel guilty about breastfeeding. What an absurd notion!
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Days away from giving birth I think my head might explode….breast is best but it’s not because saying so is offensive to those who bottle-feed; breast feeding is natural but it’s not because it doesn’t come naturally to everyone and it’s all the fault of the lactivists for making mums who ‘hate’ breast feeding or can’t feel guilty, even though breast is best, but it isn’t, but it is, but…….chill out people!!! If your child is fed, and thriving, be proud. Who the actual frag cares how??
Fwiw, I think the doll is a non-issue. It might even help to normalize BF for future generations. Or not.
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Until you can look around at a room of 5 years olds and identify the breast v bottle kids through obvious differences in their intelligence and/or development, I say we are arguing about semantics.
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What’s the problem here? There are all sorts of toys out there, including dolls that can be fed via a bottle. It doesnt seem ridiculous to have a doll that can be breastfed. If you’re offended by it, don’t buy the doll.
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My 3 year old god daughter ‘breastfeeds’ her dolls anyway. Just lifts up her shirt and away she goes. Kids mimic what they see and what she sees is her mum breastfeeding her little brother. Chances are if they watch mum bottle feed, that’s what they’ll do. If it offends, quite simply, don’t buy it!
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So does that mean if my daughters doll has a baby bottle I could choose to be offended because I breastfed?
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Oh, so what? They’re toys, FFS! Is giving your son a toy pistol going to encourage him to rob a bank when he’s older? My son used to ‘breastfeed’ a teddy bear when I was breastfeeding his younger brother. God, it was funny.
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Sigh…why do we need any of this stuff? I don’t have a major issue with the fact it’s ‘promoting’ breastfeeding, instead I’m pretty concerned that none of our kids these days are learning how to use their imaginations and ‘make believe’. I mean who needs to now when you’ve got peeing/burping dolls and toy helicopters which actually fly?
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My children and grandchildren have all ‘breastfed’ their dolls and teddies.
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What a joke! Why would this be considered indoctrination? Little girls have been given bottles with their dolls for as long as we can remember… is this considered indoctrination? Of course not! My 3 year old pretends to breast feed her dolls. Why? Because I breastfeed her baby sister.
Let’s move on from crazy political correctness and support all womens choices.
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hmmm… don’t see the need for a “breast bib”… my little girl (as i did as a child also), just imitated the action. Why does everything have to be so literal these days? I don’t think it’s being prejudice or judgemental to bottle feeding mothers… dolls bottles have been around FOREVER.
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breastfeeding is a part of motherhood not sex. Motherhood is not sexy and most people find breastfeeding awkward if it phases them at all. people who find breastfeeding arousing are not the norm and therefore have a fetish! that is something they need to deal with and not the rest of us.
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You’ve got to be kidding. For the last 100 years baby dolls have been sold with bottles as accesories. ONE doll gets released that emulates breastfeeding and its the “BREASTAPO brainwashing our kids”??????
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Ha that’s so funny Ali that was exactly what I was going to write- totally my reaction too.
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lol exactly what I thought!
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So am I brai. Washing my daughter to bottle fed by buying her baby alive complete with bottle?
Seriously we over think things. I can see this doll being great to keep a young child occupied while mum breastfeds. Big deal.
Who are the brestapos? We all agree breast is breast but no one really gives a hoot what other people do. Lots of people do both and not one cares. Really they don’t.
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I worked at a toy store many years ago and one of the managers had two kids. She told me that she would never buy her daughter a vacuum cleaner or play kitchen because she didn’t want to instill gender stereotypes in her, (or in her son by nt buying these toys for him). I get that.
This doll is doing just that. Why are we teaching young girls they need to be mothers one day at such a young age? They are so impressionable! And the reality is so very far from what they will glean from playing with this toy. I really try not to be judgmental, but this is certainly not something I would want my daughter to play with.
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My reaction to this doll as a little girl would have been- “Ugh. A doll. I’m going outside to tape carboard to my bicycle so it sounds like a motorbike. Bye!”
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Me too Neeks!
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Ugh! I agree. There is just something so revolting about this doll that it turns my stomach. It is gender stereotyping. But speaking from personal experience the fun thing about bottle feeding my dolly was watching the milk in the magic bottle slowly disappearing.
Who cares if you breast or bottle feed your own child, so long as the kid is actually getting fed. Viva la difference!
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Clearly a BREAST feeding doll is NOT gender stereotyping as it is ONLY possible for females to breastfeed.
Not wanting to gender stereotype your child would surely involve allowing both boys and girls access to all kinds of toys?Play is about pretending to be grown-ups, and children love to mimic whatever they see the adults around them doing. As many of the other commenters have pointed out, many children (both boys and girls) naturally mimic their mothers’ breastfeeding younger siblings. Obviously both men and women have the capacity to cook and clean and I have young nephews that love to play with dolls and think it’s a real treat to be able to use the dustbuster at Nana’s house. Men however do not have the ability to breastfeed when they have children so allowing a girl to mimic breastfeeding is not teaching her to conform to a stereotype, just a physical fact.
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Weird.
My daughter will never get a doll like this. Nor will any of my children be getting play vacuum cleaners, or ironing sets. I’d prefer to encourage them to dream a little bigger than domesticity.
Playtime should be about imagination and encouraging your child to dream. Not playing some freaky quasi adult breast-feeding game.
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Whats wrong with little kids having a toy vacuum or brooms etc to ‘help’ Mum or Dad why they do those jobs? I always thought I’d never have toys like that for my kids too but they love to help and it makes the job fun and easier for all.
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My kids have picked these toys and we let them. They are just copying what they see and I’m glad they are learning to take care of the house as we all must. She doesn’t want to be a cleaner or a Mum, she wants to be a face painter!
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Each to their own, but for me I’d prefer playtime to be playtime.
For me, if they want to help around the house, as they get older they can do so with the proper equipment rather than a bunch of plastic junk.
It’s horses for courses, but I’d prefer my child play astronauts, firemen, singer or tea parties rather than ‘breast feeding’ some doll. I’d like them to cast their net a little wider than the mundane.
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What happened to letting kids play however they like, so long as they’re not hurting anyone. Also ‘mundane’ doesn’t exist when you’re very young, everything is new.
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Sure.
If kids want to play cleaner or house or whatever they can. But in my house they can use their imagination or the real broom.
There is also something to be said for encouraging your child to be interested in more than what is presented in life around them.
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I totally agree about the plastic cleaning equipment (as an example). My kids love a bit of cleaning but they want to use the same kind of cloth as me. And a pretend vacuum cleaner? Pft!They want to have a go with the real thing. I’m also all for kids using their imagination and choosing what they want to play. But when it comes to cluttering up our house with plastic crap that they MIGHT take interest in for 1 day, no thanks. I’d rather the house be filled with useful things that they like doing such as craft items.
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There’s no way I’d let my kids near my real vaccuum cleaner. It’s a Dyson, so it’s reasonably heavy and expensive. My daughter loves playing with her kitchen esp. outside with mud, I don’t think I’m advocating a life of domesticity. She wants to be a fairy elephant when she grows up, so I think she’s ok on the imagination front. 2 weeks ago she wanted to be a car driver, and before that a ballerina.
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I would rather get my kids to play with the actual vacuum cleaner rather than a toy one. They might as well make themselves useful.
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Part of children’s play will always be copying what they see around them, what their family are doing. that does not mean they don’t have an imagination. It is just a totally natural part of learning about their world.
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I am very much in favour of anything which helps children learn about breastfeeding. Whilst I do agree with the points made below about kids using their imagination and not needing a special doll – I imagine that this doll will be marketed against Baby Born & the like (ie dolls which “wee & poo”).
Also, I am quite sad for the women who are feeling more insecure about their own circumstances because of a toy doll.
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I have to say I don’t see a big problem with this doll.
Breastfeeding mothers could argue that the years of dolls being sold with bottles is just as offensive couldn’t they??
Having said that, I don’t think I would buy it for my little girl.
She already ‘breastfeeds’ her little dollies by holding them they same way I did when I was breastfeeding her younger brother.
Most children will imitate what they see their own mother doing… and to be honest I doubt very much that they will remember what they were doing to their dolls when they were young when it comes time for them to choose breast or bottle.
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Breast? Bottle? I do not think a mother’s choice is relevant here, it is just a revolting toy. Is it to be followed by the artificial vagina through which your child can pretend to give birth, thereby pissing off all the mums who had c-sections (Disclaimer 2 c sections 2 bottle fed babies)?
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You can already get dolls imitating C sections. I am not sure if that is the intention but I have seen pregnant dolls where you take off their tummy and there’s a baby inside.
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Just to creep people out more, my almost 6 year old like to lie beside my 15 month old and I while he is feeding and pretend to feed as well! The horror!
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Bahahahaha. This doll is ridiculous and unnecessary. My kids have breast fed their toys too so no special purchase is needed. People who think breastfeeding is sexual are ridiculous too. Breastapo. That made me laugh. Honestly I doubt the majority of mothers care whether you breastfeed or not as we are all too busy trying to do our best by our lot! Do what suits, just treat them with love! This article just seemed nuts..
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Kitty Dumboberry needs to crawl back under the rock she’s bottle-feeding under.
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Just chiming in to echo what others have said already. I believe bottle feeding has been well-represented for years and years, in children’s toys. Why not give children of breastfeeding mothers an option for their doll play that accurately represents how their mom is doing it? And give me a break on the sexualizing of young children, when we have, as others have noted, Barbies & Bratz dolls lining the shelves.
On another note: In my opinion, as the toy itself goes, I wouldn’t buy it because 1) children breast feed their baby dolls all the time, without the aid of a flower-shaped target and 2) they are perfectly capable of making their own sucking & burping noises without adding more battery-operated plastic gadgets to their toy collections
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My head just exploded. By this reasoning, all those bottle fed dollies are incredibly insulting to me as a breastfeeding mum! And, ummmm, breast IS best. So is eating only organically grown, healthy food with no refined sugar and never using chemicals around the home. The fact thatI choose not to or are unable to do this doesn not mean that it isn’t best.
And no, I wouldn’tbuy this for my kids. They breastfeed their toys just by lifting their toos!
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You do need to lighten up a bit. How can you find a bottle fed doll so insulting? It is a toy!
By the way, I breast feed and bottle feed (as I don’t have enough milk) so I find your rant about breast is best insulting.
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Try reading what she wrote properly. She said ‘by this reasoning’ not that that was what she thought. And saying ‘breast is best’ is not a rant, just a statement of fact. She wasn’t insulting anyone.
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But Breast is best, sorry that you have had trouble feeding, that IS why formula exists anyway. Also she isn’t saying she is insulted by bottle fed babies, she was just stating that being insulted by breast feeding dolls when you formula feed is ridiculous.
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Yes, I’m not sure why Breast is Best had to make an appearance in a post about children’s toys. I don’t think it matters at all to the toy whether it is breastfed or has a bottle.
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My kids pretended to breastfeed their dolls, teddy bears etc when they were smaller. They didn’t need specific doll to do this though. It’s just another gimmick toy as far as I can see.
I found there was not a lot of point in things like toy phones, cameras etc… the kids might get excited about them for a day or so, but then just want to pay with the real thing anyway!
What does stand out to me is that, and only from my personal experience, my kids did this mimicking when they were only toddler age themselves. They were way past doing all that by the time they hit kinder/pre school years and yet the girl in the advertisements looks at least 4 or 5 years old. I don’t know of any kids who pretend to breastfeed at that age.
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I highly doubt that the doll manufacturers are some mastermind pro-breastfeeding lobby out to undermine formula feeding mothers and insidiously make them feel bad.
Women shaming women makes me sad though. I understand that the pro-breastfeeding “movement” can be pushy and insesnetive, but demonsing them as “breastapo” is painful. Women need to stop being shamed for their choices, either way.
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Oh give me a break! Children copying their breastfeeding mothers is repulsive and abhorrent? Seriously? I find attitudes such as this repulsive and abhorrent. I’ll be sure to let my 2 year old know she can no longer “feed” her baby dolls like mummy as it offends this ridiculous woman! Of course the doll is fine. Why wouldn’t it be?
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How stupid is this? I’m not sure what kids will be learning from having their doll suck on their “nipple-flowers”.. Geez.. What mental person would buy this for their daughter (or son)?
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I think if a toy is making you defensive, there are some issues you need to be dealing with. It’s a toy! I doubt that the creaters are a mastermind pro-breastfeeding lobby that are out to insidiously make mothers who formula feed feel bad about themselves. Kids immitate, and like so many have said, it’s OK to imitate formula feeding but not breastfeeding? Double standards!
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I truly don’t understand how people consider this doll creepy or inappropriate. Particularly when the toy aisles are full of guns of every description, Barbie dolls with breast implants and toys based on TV characters whose main job is to kill or maim. Given that +90% of women leave hospital breastfeeding, then it is completely normal for young kids (boys and girls) to want to emulate their mums.
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When I had my second daughter my 2 year old would breast feed her doll. I think small children just like to copy what their parents are doing. I don’t think you actually need a breast feeding doll to do this.
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