Britain’s biggest toy chain has been shamed by concerned parents who say it is selling ‘creepy’ and unsuitable products for children. 

The Entertainer, who operates 160 stores in the UK, has began stocking products from beauty brand Sol Beauty, including oils, serums and moisturisers. 

The items, which are available at the children’s retailer in stores and online, aim to give kids a ‘natural glow up’ as part of a four-step skincare routine.     

The toy shop drew criticism after one shopper posted a picture on X of a Sol Beauty stand in store which showcased the products. 

The stand read ‘4 steps to a natural glow up’ alongside a photograph of a young girl cleansing her face.

Parents took to the social media site to bash the toy shop, with one reply describing the display as ‘sad’. 

It read: ‘Also calling it a “glow up”…why do kids need to have a “glow up”, let them have a childhood ffs. It’s so sad.’

Another reply agreed, saying: ‘So very, very depressing.’ 

The Entertainer has began stocking products from beauty brand Sol Beauty (pictured), which concerned parents have labelled as ‘creepy’ and ‘sad’

The items, which are available at the children’s retailer in stores and online, aim to give kids a ‘natural glow up’ as part of a four-step skincare routine

One reply labelled the display as ‘just plain creepy,’ saying: ‘Then again, with Claire’s closing down maybe The Entertainer sees an opening, bizarre as it seems…’

Others agreed that the products are inappropriate, with one user saying ‘this is so weird’ and another adding, ‘ok yeah that is strange’. 

One woman even attacked The Entertainer’s owners, Catherine and Gary Grant, who are devout Christians, for allowing the products to be showcased.

She said: ‘When discussing how their Christian faith influences what they stock, the owners of The Entertainer said they only want to stock ‘wholesome’ products. 

‘What the f*** is wholesome about having little girls grow up too quickly by making them think they need skincare routines.’

Another expressed a similar anger, writing: ‘Can we not just let kids be kids anymore? For f*** sake!’

However, another suggested the backlash was an overreaction, writing: ‘It’s skin care stop acting like it’s s*x toys.’

Another agreed, writing: ‘I don’t see nothing wrong with this . It’s skin care. What’s wrong with that? Superdrug and Boots sell skin care /make up aimed for teenagers!’

A spokesperson for The Entertainer said: ‘As a national retailer we seek to serve a wide range of tastes and preferences with a great variety of high quality and safe products.

‘These include some branded skincare products that are widely available at other UK retailers and comply fully and without exception to UK cosmetics regulations, with full details available for customers to view.

‘Following feedback from some customers, we are undertaking additional review processes with all our suppliers of skincare products.’