Well-known toy manufacturer Lego is facing flak over their new girl-themed sets which show female characters that resemble Barbie dolls rather than the conventional yellow construction figures.
Angry fans have started bombarding LEGO's Facebook and Twitter page with an image from a retro marketing campaign to mock the new range of "normal" LEGO girls.
The image comes with a message, "Forget the pink aisles and new girl figures with breasts, bring back beautiful!"
One user wrote that her twin boy and girl share all of their toys and that her daughter did not need her own separate pink, sexualised version.
"I will not be boxing her into the narrow, sexist stereotypes that this world has waiting for her. My boy does not need these messages either. He will grow up knowing that a girl can be every bit as inventive, intelligent and creative as a boy can be," the user wrote.
A LEGO representative said it was not planning to substitute their existing range with "LEGO Friends", and that they were simply diversifying their existing collections.
Certified Lego Professional Ryan McNaught said that he doesn't understand what all the fuss is about and that "girl friendly" LEGO ranges such as Bellville has been around for over 10 years.
"I speak to a lot of parents and I've never had one negative feedback. I just don't get it. I just don't see it," McNaught said.
"The cool thing I really like about this is the fantastic new colours is that are available - the pinks and reds - they have so much extra possibility for creativity. I'm actually really looking forward it," he added.
According to the report, the campaigners, however, say the new campaign betrays LEGO's core value of exercising children's imaginations.