Goliath’s Butt Face toy, ‘Chester Cheeks’ A leading toy maker has promised to make changes to a controversial butt-shaped toy, which encourages children to squeeze, jiggle and spread the toy’s cheeks to elicit fart sounds. Goliath, which created the ‘Butt Face’ toy – available to buy at Smyths, The Entertainer, Amazon and Asda – said it has listened to feedback from families and professionals who aired safeguarding concerns over the product. Earlier this week, Dr Niamh Lynch, a paediatrician based in Cork and author of Should I Be Worried? A No-Panic Guide To Your Child’s Health, shared her worries over the toy, which has been marketed to children aged four and up. “As a paediatrician, I would have a lot of safety concerns for children around this toy and the normalisation of this kind of play,” said Dr Lynch on social media. “Because children learn through play, they learn what is acceptable and not acceptable through play – and this might break down boundaries and normalise playing with other people’s bottoms.” In response to her video, people shared equal outrage over it. “I saw this in Smyth Toys the other day and I was seriously appalled. And anyone who bought that for a kid I would immediately suspect as a groomer,” said one commenter. Multiple others called for the toy to be banned. Elsewhere, on Mumsnet, one parent shared they’d spotted the product in their local Smyths store and “couldn’t believe it was real”. They continued: “Am I being completely unreasonable, or is this incredibly inappropriate for early years? Children learn through play, and at age 4, they are just starting to grasp vital concepts like body safety, personal boundaries, and consent. Normalising this kind of interaction under the guise of ‘cheeky humour’ feels entirely wrong and confusing for toddlers.” In response, a commenter said: “I can’t imagine who thought this would be a good concept for a toy – it’s really distasteful.” Another described it as a “safeguarding nightmare”. Some parents acknowledged that their kids would love it and they could understand why the product exists (“it’s grim but my 8yos would 100% want one”, said one), while others couldn’t see the problem. “I don’t see the issue? I mean it’s tacky. And ugly. But children find bums funny. Obviously they don’t see them in a sexual way,” said another respondent. “Not saying I like this toy. But I can’t see how it could be harmful.” Following a backlash in Australia, which saw a former child abuse detective warn that the toy could be misused by people seeking to normalise touching private parts or groom children, some stores pulled the toy from shelves. Goliath has since told HuffPost UK that it has “decided to remove the stretch feature and change the age recommendation to 8+ years”. “We are currently updating packaging and product design to reflect these changes,” the company’s spokesperson said. “Ultimately, our aim is to create toys that bring families fun and laughter, while taking seriously the trust parents place in us when choosing toys for their children.” HuffPost UK has contacted Asda, Amazon, Smyths and The Entertainer for comment. Related... Exclusive: ADHD Charity Slams Channel 4 Over 'The Great ADHD Myth?' Documentary These Are The Best Toys To Keep Your Kids Entertained Without A Screen A Parent Editor's Top Pick Of 14 Toys To Keep Kids Busy Over Summer