Unless you've been living under a rock you will know that there exists a blatant disparity between the way in which male and female children are represented in the clothes and toy sections of department stores.
And while progress has been made in recent times with the introduction of gender neutral products and the gender reorientatation of certain toys, we still have a long way to go - something which one mother from Australia is at pains to acknowledge.
Taking to Facebook in recent days, Nikita Friedman from Queensland took aim at an Australian department store following what she deemed an undeniable example of 'gender bias"
Outlining her reasons for using social media as a platform to voice her anger, Nikita explained: "I chose Facebook as the forum to express my dissatisfaction because their in-store signage encourages customers to go online to leave feedback, so that's what I've done." (sic)
Uploading an image which clearly depicts the difference which exists between boys and girls' shorts of the same age, Nikita wrote: "Little girls shorts in a size 1 next to little boys shorts in size 1. Why on earth does my one-year-old need to have shorts so short her nappy is hanging out?"
Disgusted by the design of clothes aimed at her young daughter, Nikita continued: "I couldn't find a single pair of shorts in the girl's section today with an inseam of more than a couple of cm. Where is the variety and choice for parents looking to teach their children about sun safety and self respect?"
Having received considerable support following her post, Nikita edited the original upload, writing: "The simple fact is that numbers talk and maybe seeing 1,600 parents (so far!) agree with my post after only five hours might make them stand up and listen for once to what parents want."
Leaving no doubt as to her fury over the issue, Nikita insisted: "Little girls are not sex objects, Gender bias is disgusting."
What are your thoughts?
Be sure to share if you're with Nikita on this one.