Picture via Instagram
Fitness blogger Ashy Bines recently launched Ashy and Friends, a cartoon series for one- to six-year-olds that aims to 'inspire a love of health and fitness in our children', according to her website.
The website warns that 'our society is becoming less active, less healthy and more overweight every year.' In response, the 29-year-old mum's programme aims to '[promote] health and happiness to your kids at the same time as making them laugh, dance, sing and SMILE!'
Some, however, are not taken with Ashy and Friends. One such critic is Christine Morgan, CEO of The Butterfly Foundation, an Australian organisation aiding those affected by eating disorders.
"I think [the programme is] tapping into parental concern," she told Mamamia, "You cannot tell me that a toddler has got any concept of body image, healthy or unhealthy eating. It's not on their radar."
"I think it's a marketing ploy to adults and to parents who have been inundated with the messaging of: do not let your child get fat. In this time, when obesity is threatening, don't let your child get fat," she continued.
"And since when did that translate into a toddler having to be so concerned about putting on weight? That to me is just taking it too far."
As far as the series' contents go, the first four episodes can be found on the Australian fitness blogger's website. Six cartoon characters, whose talents range from 'arts and craft' to 'super fit and really fast', star in the programme.
The episodes' topics discussed include 'benefits of water, eating healthy food, and only having sweet drinks as "sometimes" treats', as well as fitness and lessons about spelling and math.
Picture via Vimeo
Christine remains concerned that a programme aimed at such young viewers could negatively affect them.
"Even though I don't believe a toddler is even going to be able to comprehend or compute the messaging which has been given to them... it's going to go into their little heads," Christine told Mamamia.
"Even if they don't understand it at the time, that subliminal messaging is going to go in, and all of the concerns about shape and size, at the earliest, earliest age, and the damage that can be done by that is just astounding."
While we don't know the full insight behind her creation of the programme, we understand the concern for parents.
What do you think of Ashy and Friends, mums?