The BBC has been accused of sexism over the colour of bird box kits available for mums and dads.
The primetime show has incurred the wrath of viewers, who accused it of using "gendered" colours unnecessarily.
A photograph shows the kits for women is pink and designed for "the best mum in the world", while men have a brown kit which says "because dad's are really good at this."
Fans of the hit wildlife show took to Twitter to protest the "sexist" presentation and called on the Beeb to "sack its marketing team."
The packaging was noticed by thriller author Rachel McLean who shared a photo of the kits side by side.
She tweeted: "Come on @BBCSpringwatch , since when was it necessary for mums to have pink bird box kits?
"And as for dads being 'really good at stuff like this' and mums just being 'the best mum' - you can do better than this @BBC . #everydaysexism ."
Prof Adam Hart, an entomologist at the University of Gloucestershire, added: "It is really not good enough that marketing is still geared up around crap like this.
"And it has influence...I hear it in what my kids pick up. No excuse...just stop and do better."
Author Lissa Evans blasted: "Oh God, so we haven't moved on *one inch*, have we?
"Pathetic, embarrassing and counter-productive - sack your marketing team."
Another fan added: "‘Just’ being the ‘the best mum in the world’ is deemed to be less worthy than being ‘really good at stuff’?
The BBC Springwatch account said they were "sorry for any offence caused" in a reply to Rachel.
They tweeted: "Hi Rachel, we are very sorry for any offence caused by these products as this was absolutely not our intention.
"We are sensitive to feedback and will pass your concerns over to our buying team for review."
But other fans of the show defended the packaging, with one social media user dubbing it a "snowflake society comment."
And dad Gary Waddison dubbed the complaint ridiculous.
He posted: "What a ridiculous complaint. Lots of ladies and girls would love a ‘girly’ pink bird box.
"Perhaps they should sell gender neutral bird boxes for the permanently offended."
It comes as the Beeb finds itself plunged into a row over claims of equal pay with presenter Samira Ahmed.
The presenter, 51, who works on TV and radio, says she was paid considerably less than Jeremy Vine.
Earlier this week, the National Union of Journalist revealed she was paid £465 for every episode of BBC News show Newswatch, while Vine received up to £3,000 an episode of Points Of View.
The row is set to be discussed in an employment tribunal starting today in which Ms Ahmen is set to describe the work as comparable, which the BBC denies.
