UK department store Primark has pulled padded bikini tops for girls from its shelves after being criticized for "premature sexualization," the BBC reports. The store apologized and said it would donate all profits to a children's charity.
The padded tops were made in sizes for girls ages seven and eight, and were priced at £4.
Penny Nicholls, director of children and young people at UK charity The Children's Society, explained, "We know from our research that commercial pressures towards premature sexualisation and unprincipled advertising are damaging children's well-being."
Child protection consultant Shy Keenan of the Phoenix Chief Advocates had stronger words to share regarding Primark's actions. She told the Sun UK, "It never fails to amaze me just how many High Street household names are now prepared to exploit the disgusting 'pedophile pound.'"
Primark pulled the bikinis almost immediately. Keenan later told the BBC, "We could not have asked for a better outcome."