Red-faced Tesco has pulled a 'sexualised' toy doll from their shelves after a disgusted dad was left fuming at its inappropriate lacy underwear with suspenders.
The supermarket giant apologised and vowed to remove the product from its stores immediately.
Angry Adam Weaver from Barry, Wales, bought a Na Na Surprise Doll for his daughter Savannah, seven, on Saturday.
But when they unwrapped the toy they found it dressed in 'provocative' underwear.
The 35-year-old shared photos on social media showing the comparison between the £23 doll advertised on the box and the "disturbing" toy inside.
The images show how the toy should come dressed, wearing a trendy top and skirt.
However, when Savannah opened the toy, she found it dressed in nothing but a lacy underwear with suspenders and stockings.
Telecommunications team leader Adam took to Facebook to warn other parents about the shocking discovery.
He posted the images saying: "Anyone that knows me knows I'm not a prude or someone who is overly sensitive.
"Me and Sarah went to Tesco today and Sarah decided to get Sav a little treat to end the summer holidays.
"She wanted an LoL doll but after all the recent controversies, I opted for the below toy at £23 (not cheap for a doll) got it home to find out what doll she got and i"ll be honest I'm f * disgusted.
"My daughter is 7 years old. When I was 7, action man had a pair of tighty whiteys.
"I don't post a lot but feel free to have a little share if you think this s*** is wrong for kids."
Today Tesco announced they were pulling the plug on the item.
A Tesco spokesperson said: "We will be removing this product from our stores.
"We'd like to thank our customer for bringing this to our attention and are sorry for any offence that may have been caused."
Adam said: "I'm a pretty chilled out guy. But I was shocked by it.
"It seemed more of an adult style doll than something for young girls.
"My daughter thought she was just wearing a nice top so I bought her another toy to distract her and took it away so that she wasn't aware of my disgust or the true nature of it.
"She just seeing it as a nice top was part of my problem with it.
"As she is only seven she doesn't see the seriousness of it and I don't want her thinking clothes like that are normal everyday wear."
Na Na Surprise Dolls are plush collectibles made by toy manufacturers, MGA Entertainment.
The company has recently received similar complaints regarding their LOL Surprise Dolls.
Furious parents claimed the dolls were also dressed in "inappropriate" lingerie, which revealed itself only when the toys were dipped in ice cold water.
