Argos has sparked backlash after launching a £15 "influencer kit" aimed at three-year-olds.
A children’s charity has criticised the wooden set, which includes toy content-creation accessories such as a tablet and camera.
Produced by Argos’s in-house brand Chad Valley, the "wooden influencer set" encourages children to act out filming videos and posing for selfies.
Smartphone Free Childhood co-founder Daisy Greenwell told the Daily Mail the toy raised questions about what people were "teaching our children to aspire to".
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She added: "When we normalise the language and props of influencing in toddlerhood, we send the message that being watched matters more than being curious.
"Childhood should be a time to discover who you are - not to start polishing your personal brand."
The £15 set is described as a "beautifully crafted live streaming set" and includes six items - "a sturdy tripod stand, adjustable aperture lens, miniature camera, smartphone model, tablet, and microphone".
It also comes with a "convenient carrying pouch".
Smartphone Free Childhood said the toy sends the message 'being watched matters more than being curious' (file photo)
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Smartphone Free Childhood is backed by more than 250,000 families and a number of high-profile supporters, including Paloma Faith, Benedict Cumberbatch, Kate Winslet and Myleene Klaas.
The charity warns smartphones damage young people’s development, mental health and relationships.
Ofcom data shows 89 per cent of British 12-year-olds own a smartphone, along with a quarter of children aged five to seven.
On average, children in the UK receive their first device at age nine.
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The Argos 'wooden influencer set' is advertised for children aged 3 and up (file photo)
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The group also warned smartphones expose children to dangers online, as MPs rejected a ban on social media for under-16s.
Ofcom has since ordered platforms including Facebook, Instagram, Snapchat, TikTok, YouTube, Roblox and X to strengthen age checks for under-13s.
Lucy Simpson, 37, from Poole, Dorset, said toddlers should not be taught to "make a career out of taking selfies".
The mother-of-two criticised the inclusion of a toy ring light, saying influencers use them to "make their lives appear more polished and perfect".
Argos has produced the toy line as part of its aim to
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"It is completely irresponsible," she added.
An Argos spokesman said: "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."
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