Popular department store Big W has stopped selling a controversial children’s toy after concerns were raised by a child safety expert and parents who claimed it was inappropriate.

The $49 “Chester Cheeks Dancing Toy” is marketed to children as young as four and shaped like a pair of buttocks. While it may seem like harmless toilet humour, many parents have been horrified to find out it is advertised as a toy that can be “stretched”, “squeezed” and “jiggled”.

Mother-of-five Elise Vivienne said the toy was “highly disturbing” and likened it to products sold in adult stores.

“There’s some dangers in this because children learn through play and we don’t want them emulating touching private parts, or thinking it’s funny to touch other people’s private parts, or expose their own,” she said.

Former child abuse detective and child safety educator Kristi McVee agreed. She said the toy went against what educators teach children: “To not touch private parts or play with private parts.”

McVee also warned the product could be misused by people seeking to normalise touching private parts and groom children.

Big W is now in the process of pulling the toys off the shelves after 10 News+ raised these concerns with the retail giant.

“We have listened to our customers and withdrawn the product from sale,” a spokesperson said.

Vivienne and McVee are still calling for the manufacturers – Goliath Games – to stop making the product. 10 News+ attempted to contact Goliath Games, but did not hear back at the time of publication.

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