Skechers Blasted by Moms for New Line of Sneakers

The company says its marketing is 'fun and lighthearted'


daddysgirls 300x187 Skechers Blasted by Moms for New Line of SneakersParenting experts and a number moms who blog are taking shoe-maker Skechers (NYSE:SKX) to task for a new line of sneakers, whose questionable marketing targets teen-aged girls.

Branded “Daddy’$ Money,” the sneakers feature a concealed wedge heel and sell for between $50 and $80. Skechers is advertising the shoes with the tagline “Get spoiled with Daddy’s Money,” ABC News notes.

Critics complain that the advertising is sexist and encourages girls to leverage their femininity to obtain financial benefits. The company argues that the marketing campaign is “fun and lighthearted.”

Ads for the sneakers are running on teen-friendly channels including MTV and The Hub.

Shares of Skechers rose fractionally in Thursday midday trading.

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