Is Skechers Taking Aim at Pre-Teens?

It’s no secret that major retailers try to cash in on kiddos. Sometimes they go a bit too far though, trying to sell items meant for an older audience to kiddos (remember Abercrombie & Fitch’s padded bikini top for young girls and Bratz bralettes for 6-year-olds?). Now Skechers’ Shape-Ups have apparently joined the club, with Skechers Shape-Ups for Girls, which are geared toward girls ages 7 to 12.

Let’s just say that, like the president of Skechers Fitness Group says in his response to The Huffington Post article that calls the company out, that the goal of the Skechers for girls is to get people exercising. Great goal! So here’s the commercial…

Can’t see the video? Click here for the Shape-Ups for Girls commercial.

While this commercial is nowhere near the sexual innuendo of Kim Kardashian’s Shape-Ups commercial, it still doesn’t seem entirely appropriate for the 7 to 12 demographic. And if it’s true that it’s all about fitness, why does the commercial talk about “lookin’ good”? Other questions: Is having “bounce” really appropriate for little girls? And why are there three cartoon guys following young Heidi like dogs? (And literally, a hot dog.) Are there Shape-Ups for boys? And where is that video campaign?

Maybe the Skechers team has been asking itself these questions though, as I’m not finding any of Shape-Ups for Girls on its website. Maybe the company came to its senses and will leave the toning, firming and slimming to adults. What do you mamas think?

Can’t see the poll? Click here to weigh in on toning shoes for young girls!

Hit me up with your thoughts in the comments! —Erin