Tesco has removed a doll from its shelves after a frustrated father slammed the supermarket for selling sexualised toys to youngsters.
Adam Weaver, from Barry in Wales, said he was "disgusted" to discover a Na! Na! Na! Surprise Doll he bought for his seven-year-old daughter, Savannah, was dressed in lingerie.
Mr Weaver took to social media to share how he bought the doll from retail giant Tesco on Saturday for the cost of £23.
Pictures shared on Facebook show the £23 doll wearing suspenders, stockings and lacy underwear.
The 35-year-old dad told the Evening Standard: "On the packaging the doll was dressed in what I suppose is considered trendy clothes in this day and age.
"I specifically didn't let her chose an LOL doll as I had seen all the online uproar recently about similar issues.
"When she opened the package I was shocked at first then angry and disgusted. It was something you would expect to see on a model in Ann Summers window not on a kids toy."
Mr Weaver said he was concerned that Savannah did not see anything wrong with the doll's outfit.
"She thought the doll was just wearing a nice top, which was my biggest cause for concern," he said. "I don't want my seven-year-old girl thinking that's a cool outfit to wear.
"As a single father I find buying girls toys difficult enough as it is, never knowing what is right and wrong for little girls.
"So the added stress of if it is even child appropriate adds to that stress."
MGA Entertainment, the toy manufacturers that made the Na Na Surprise Dolls, also recently faced controversy for their LOL Surprise Dolls.
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Parents complained the dolls were dressed in lingerie which revealed itself only when the toys were dipped in cold water.
A Tesco spokesperson said the supermarket has pulled the doll from its stores.
"We will be removing this product from our stores," said the spokesperson.
"We'd like to thank our customer for bringing this to our attention and are sorry for any offence that may have been caused."
After receiving his complaint, Mr Weaver said Tesco refunded him for the cost of the doll.
"I am more than happy to hear that they have removed them from the shelves," said the dad-of-one.
"However my concern is why these were allowed on the shelves in the first place, and how many other brands of these dolls are inappropriate?
"They are all in sealed bags so you can't tell until you open them."
The Standard has approached MGA Entertainment for a comment.