A Lincolnshire children's worker has demanded Aldi review its packaging practices after discovering identical multicoloured pens marketed separately for boys and girls.
Emma Ward, 48, noticed the items in the middle aisle of the Grantham branch on March 4 and felt compelled to raise the issue with the supermarket chain.
The packs appeared to contain exactly the same pens in matching packaging, with the only difference being gender-specific labelling.
"Genderising something as simple as pens just hit a nerve - it goes against everything that I've told the children," Ms Ward said.
TRENDING
Stories
Videos
Your Say
Ms Ward has spent three decades working with young people in her role at a kids club, where she encourages children to pursue any activity they wish without facing prejudice.
She believed that the gendered stationery directly undermined the values she promotes daily.
"I work with children and have for 30 years," she explained.
"We spend our lives telling the children that they can do whatever they want to do and play with whatever they want to."
A Lincolnshire children's worker has raised concern with Aldi over genedred pen packaging
|GETTY
The children’s worker emphasised that boys should feel free to embrace traditionally feminine interests if they choose.
"Little boys can be princesses if they want to," she added.
Ms Ward expressed concern that such labelling could harm children's development by reinforcing the notion that the sexes should engage in different activities.
"I think it really can be damaging, obviously when children see them they'll think boys and girls are different," she said.
LATEST DEVELOPMENTS:
'Genderising something as simple as pens just hit a nerve - it goes against everything that I've told the children'
|HANDOUT
"They [will think they] produce things for different people, so obviously boys and girls should do separate things."
The 48-year-old argued that removing gender barriers from toys benefits children's growth, noting that building blocks develop spatial awareness, whilst dolls help boys cultivate emotional and social skills.
Ms Ward has called on Aldi to withdraw the products entirely, describing the gendered labelling as unnecessary stereotyping.
The discovery has also affected Ms Ward's perception of the retailer, with the Bourne resident indicating she may reconsider shopping there in future.
'When children see them they'll think boys and girls are different,' Emma Ward feared
|HANDOUT
"It's changed how I feel about Aldi that they would sell these pens that are aimed at different children," she said.
"It has put me off shopping there."
In response to the complaint, the supermarket chain indicated it would examine its approach to such products.
An Aldi spokesperson said: "We take customer feedback very seriously and will take this into account when planning future ranges and product specifications."