Girl Calls Out The Beano For 'Sexist' Advertising Promoting Gender-Themed Toys

Amy Packham
An 11-year-old girl has received an apology from the creators of the Beano after she called them out for for including “sexist” advertising in the comic.

An 11-year-old girl has received an apology from the creators of the Beano after she called them out for for including “sexist” advertising in the comic.

The girl’s dad, scientist Adam Rutherford, tweeted a photo of a letter his daughter, Bea, wrote to the publication to share her opinion on their adverts.

She criticised one advert that offered readers the chance to win the “whole team of ‘Guardians of the Galaxy’ figures”, but the set was notably missing Gamora, the only female character.

“How do you sit at your desk publishing this happily humming away because nothing is wrong while people like me have to write letters of complaint to you?” she wrote.

Bea also slammed an advert to win gender-themed Christmas mystery boxes - the boys’ box was stereotypically blue with gaming products.

“What if a kid is a girl but loves gaming?” Bea wrote. “Oh sorry little girl, but you can’t have a Christmas mystery box because you don’t fit into these categories.”

Bea signed her letter off with “angry love from”.

Rutherford’s tweet soon had 300 retweets and gained support from celebrities including Caroline Criado Perez and Caitlin Moran (who called her a badass).

This is a pretty bad-ass letter from an irate 11-year-old girl-gamer to The Beano. Go get them, kid: https://t.co/80xlkSfYnD

Beano responded to the tweet on 20 November agreeing with what Rutherford’s daughter said in the letter.

“Thanks for flagging this to us,” they wrote. “We couldn’t agree more with Bea.

“This should not have been allowed to happen. We’re replying to Bea directly. Apologies to all our readers.”

Hi Adam, thanks for flagging this to us, we couldn't agree more with Bea. This should not have been allowed to happen. We're replying to Bea directly. Apologies to all our readers.

November 20, 2017

Speaking to HuffPost UK, a spokesperson for the Beano said: “We’d like to apologise for running the ad Bea complained about, which promoted gender-based Christmas gift-boxes.

“Beano is equally popular amongst girls and boys and we value all our readers very highly.

“We’ve contacted Bea directly, answering her original email and are waiting to hear back from her.”

The winner of the #SMA17 Cover of the Year is up to you. Is this @BeanoOfficial cover your favourite? https://t.co/V6wb9wOjXN@dct_media pic.twitter.com/1cSmE5KSxw — PPA Scotland (@PPAScotland) October 24, 2017

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