Argos faces criticism for promoting an “essential” influencer kit for toddlers, sparking concerns that it may prioritize being watched over fostering curiosity in young children. The kit, marketed as a “beautifully crafted wooden live streaming set” by Argos’ Chad Valley brand, is priced at £15 and encourages children as young as two to engage in “career role-play” by filming videos and taking selfies.

The product description includes six components: a tripod stand, aperture lens, camera, smartphone model, tablet, and microphone, all conveniently stored in a carrying pouch. The co-founder of Smartphone Free Childhood, Daisy Greenwell, raised questions about the appropriateness of such a kit for toddlers, emphasizing the importance of allowing children to explore their identities rather than promoting self-branding at a young age.

Parents have expressed dismay over the product, with one mother stating that children should not be encouraged to pursue careers based on taking selfies. However, not all parents share this sentiment, as one satisfied customer praised the kit’s design and usability for her daughter.

In response to the backlash, an Argos spokesperson defended the product, stating that it is part of a broader range of toys aimed at promoting imaginative and creative play among children. They emphasized that the influencer kit is one of many items designed to provide entertainment and learning opportunities for kids, similar to other sets like the Tool Box, Wooden Toaster, and Pizza Counter.