The National Council of Women of New Zealand has requested parents not to sex-up their kids when it comes to shopping for clothes.
The council expressed worries on how the trend of 'sexualisation' was growing among children through clothes, toys and marketing.
National president Christine Low said the trend of sexualisation, which implied that a person valued his or her worth only from the perspective of their sexual appeal or behavior, was harming the mental and physical development of children.
"There is growing evidence of children having poor body image and low self-esteem," NZPA quoted her, as saying.
"Children, especially young girls, are now being bombarded and encouraged by magazines, television, the Internet and music videos to imitate the look of celebrities," she added.
Low further said that parents should not be worried about being called "anti-fun."