Having hoped that Covid masks on children were becoming a distant memory, I was deeply saddened to see that The White Company’s Christmas listings included silk-backed 100 per cent cotton facemasks for children and toddlers.
It seemed impossible to believe that anybody in 2023 would be seeing face coverings for adults, never mind children.
I for one could never understand why any parent or carer of a child would wish to cover their nose and mouth with a mask.
Healthy children have always been at a statistically zero risk of becoming very unwell from Covid.
I had hoped the misguided fear which motivated adults to mask children had disappeared but it seems that some companies are still choosing to cash in on an irrational terror of viruses.
Above all other brands, The White Company formed a significant part of my parenting journey.
Their beautiful cotton baby grows, freshly launched pyjamas and soft baby blankets have been staples of my life as a mother.
I cherish these items so much that I’ve even packed them away for the grandchildren.
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The White Company Pink Jingles Face Mask
The White Company
Such is their timeless quality they will be handed down for generations.
So how is it possible that a brand which understands parents so well has made this terrible merchandising error?
Repeated studies have now proven that not only are masks ineffective at stopping transmission but they can cause enormous damage to child development.
Nursery teachers are reporting an intake of babies born in 2019-20 whose language skills have been atrophied by mask wearing.
It is vital that babies and toddlers see human faces in order to learn about emotion, kindness and love.
Social media users called for a boycott of the companyThe White CompanyGiven the weight of evidence now available to support the outlawing of masks on children, it is inexcusable that The White Company is still selling these items.
Parents need reminding that children require exposure to germs in order to seed their microbiome and thereby develop a healthy and robust immune system.
Plus, we will raise a generation of quiet, subservient and biddable citizens. We are not China. We must not forget that.
After I posted my concern about these products on social media this morning, I was inundated with messages from people who were similarly shocked and appalled by this aspect of The White Company product line.
By the end of the day, it appears that the link on their website has been taken down.
If this is the case, I applaud The White Company for making the right decision and I will continue to be a loyal customer.
Perhaps this is simply an example of a lockdown hangover. It’s time to sober up for every child’s sake.
Listings for three face masks still appear on the search page but when clicked on appear to have been removed from the website and now show a ‘we can’t find the page message’.
A spokesperson for The White Company said: “These masks are old stock and have been uploaded to site in error and we have now removed.”
However, calls placed by GB News confirmed one store in Windsor had the physical stock available to buy in-store today.
