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Victoria's Secret Ads Near Play Area Cause Stir at Northgate Mall

Some parents plan to boycott Northgate Mall until an indoor playground located near risque Victoria's Secret ads is moved.

officials are planning to relocate an indoor playground after receiving several complaints from shoppers about the play area’s proximity to risque Victoria’s Secret ads.

Parents are concerned that the lingerie ads are inappropriate for young children and urge the mall’s executives to move the playground to a more suitable area. Some parents plan to go door-to-door and use email lists to urge people to shop elsewhere until the play area is relocated.

After receiving the first few complaints, mall officials began discussing where to relocate the play area, according to Northgate’s Marketing Manager Brianna Davis.

“As you know, these things take time, but we are working to get a resolution as quickly as we can,” Davis said.

The playground is an enclosed space in the mall’s corridor that accommodates mostly toddlers. The ads near the playground show scantily clad women on large posters that face shoppers browsing between stores.

“We’ve contacted the mall and got nothing back except the standard PR response,” said Jay Siegan, whose 5-year-old daughter enjoys playing in the mall.

If they do not get a response soon, Siegan said he plans to start organizing a boycott on Friday.

“We’re not angry at Victoria’s Secret,” he said. “We just think the mall was very insensitive when they placed the playground there.” 

Local performer and resident Susan Zelinsky and Siegan formed a group that rallies for the playground’s relocation. They started a Facebook page called A Better Children’s View after Zelinsky also saw the ads while shopping with her two daughters.

For Zelinksy, the placement of the ads are not like television advertisements, where she can turn the station if she thinks it’s inappropriate for her kids.

“[When I see those ads] there’s just a bad feeling I get in my gut,” she said.

Northgate Mall asks for support from shoppers as they figure out a plan of action.

“We value our shoppers concern and are working together with Victoria’s Secret and the community to reach an appropriate middle ground,” Davis said.

Ricardo Islas September 26, 2011 at 07:09 PM
The adds are not inappropriate for me, but if I had children and was taking them to play in the playground I can see how they would be inappropriate. Northgate should relocate the playground or relocate Victoria's Secret and out of the two the playground is the easiest to relocate.
Peggy Butler September 26, 2011 at 07:44 PM
I think the ads are inappropriate for all children. I don't bring my 11 and 12 year olds through that entrance because of the porn-like billboards. And we wonder why our teens have eating disorders and low self-esteem...it's because of stuff like this! I have vowed to not shop at VC because of their ads. I have not stepped foot into their store since they opened at Northgate. Don't just move the play area...take down the offensive posters!
kevn mason September 27, 2011 at 12:12 AM
Totally insensitive for the mall to surround a playground with half naked underweight models. Come on. Do we need this is front of a playground, people?
kevn mason September 27, 2011 at 12:15 AM
I support a boycott, indeed.
Vincent Carrella September 27, 2011 at 05:31 PM
Relocate the playground??? Why not relocate the ads? Isn't that *much* more logical? Better yet, just get rid of the ads. We can't help but see the lingerie when we walk by the store anyway...

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