I just heard the news (thanks Mike for the heads up) that Jay Jays has removed Little Loser t-shirts with alcohol-related messages and sexual innuendos from store window displays, in both Australia and New Zealand.

According to Yahoo News it was the political lobby group Families First New Zealand who were finally able to convince Jay Jays to respond to parents concerns about the t-shirts.  Managing Director of the Just Group, Jason Murray denied the Little Losers line of clothing was being marketed to children.  But anyone who has seen the advertising campaign and the Little Losers website (before they changed it two days ago) will know these t-shirts are without a doubt, being marketed to schoolies aged 12 – 17.  What other conclusion can we draw about a clothing line which is based on the Mr Men characters, popular with kids in the 1980′s.  Mr Murray said the t-shirts were only available in adult sizes, but this is simply not true.  Some of the sizes are very small and will fit a child of 12 or 13.  Furthermore, the Little Losers advertising campaign features teen models and colourful designs which appeal to young teens (not adults).

Although Jay Jays has refused to remove the t-shirts entirely from stores in Australia and New Zealand,  the national retailer did say they would stop production of those tees which have alcohol-related messages and sexual innuendos printed on them.  Whilst it is disappointing that the national retailer will continue to sell the t-shirts until current stocks are depleted, I am pleased Jay Jays has scrapped plans to produce anymore of these lewd tees for schoolies.

Our original article on this issue…National retailer selling lewd t-shirts to kids

by Deborah Robinson