Argos has faced backlash from children's charity Smartphone Free Childhood over a £15 influencer kit for toddlers, sold under its Chad Valley brand. The set includes wooden toys such as a ring light, smartphone, camera, tripod, microphone, and tablet, designed for 'career role-play' for children as young as two.
Daisy Greenwell, co-founder of Smartphone Free Childhood, criticised the product, saying: 'Is anyone genuinely thinking this is what a two-year-old needs? We have to ask what we’re teaching our children to aspire to. When we normalise the language and props of influencing in toddlerhood, we send the message that being watched matters more than being curious.'
Mother-of-two Lucy Simpson, 37, from Dorset, told Mail Online: 'We shouldn’t be teaching our toddlers to make a career out of taking selfies, especially with the use of a ring light. Influencers use these to hide blemishes and make their lives appear more polished and perfect. It is completely irresponsible.'
However, some parents welcomed the kit. One commenter wrote: 'Bought for Christmas for my daughter, great little product, designed very well so she knows exactly how to use it. Very happy with it.' A 2024 YouGov poll for Great Ormond Street Hospital found that almost a fifth of children aged six to 17 in the UK want to be social media influencers.
Argos defended the product, with a spokesperson saying: 'We offer a broad selection of toy sets that encourage imaginative and creative play. This product is part of that wider range, which includes items such as our Chad Valley Tool Box, Wooden Toaster and Pizza Counter sets, designed to help children have fun.'
