Aldi shoppers usually can't wait to get their hands on its latest Specialbuys products, but judging by initial reactions the supermarket may have missed the mark with its newest children's toy set.
The budget chain took to Instagram to share details of its Wooden Social Media Set for children, but it wasn't long before the comment section was full of negative comments.
The set imitates the gear that social media influencers would typically use, such as a microphone, a ring light, a touchscreen tablet, and a camera with a tripod.
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Alongside a photo of the wooden play set, Aldi wrote: "Don’t want them to have a real phone yet? This Wooden Social Media Set will keep them distracted for a while!"
Initial reactions to the new product have been largely negative, with many Instagram users leaving comments expressing their disappointment.
"This is bloody horrendous," one user commented.
Another wrote: "I usually love all your wooden toys Aldi but this is awful."
"This is messed up," said a third.
A fourth posted: "I'm glad I'm not alone in hating the idea of this."
"Surely this is a joke," another questioned.
Some Instagram users said that the entire concept of a social media toy set was inappropriate for young children.
One concerned customer wrote: "Let kids be kids! They are going to have enough to deal online for real when they grow up".
"If your children know what to do with each of these items as a social media set, you spend too much time online," said a second alongside a facepalm emoji.
"Awful idea for a small child," another chimed in.
A fourth commented: "This is the saddest thing I've ever seen - kids are already obsessed with their phones - imagine getting a baby this - what a world!"
"This is horrendous," a fifth remarked, before adding: "Sending all the wrong messages."
"The world is going mad," someone else said along with a pleading face emoji.
The controversial play set is available online now and in stores starting Sunday, and costs £9.99.
Aldi has been approached for comment.
