Parents Scoff at Skechers Shape-ups: MomTalk

Imagine telling your daughter she could use a little lift in the rear. Skechers' latest ad campaign has many parents questioning the company's agenda as they market the Shape-ups shoe to girls as young as 7.

Cartoon commercials, on Nickelodeon and the Cartoon Network, touting the attributes of the shoe portray a little girl in Shape-ups being chased by boys dressed in hot dog, cupcake and cookie costumes. And while the president of the company, Leonard Armato, says his company is promoting a healthy lifestyle, you have to wonder about a company who thinks little girls should be running from food.

"The whole message behind Shape-ups is to get moving, get exercise and get fit," said Armato in a statement to the New York Daily News.

He went on to liken his campaign to that of the First Lady's Let's Move initiative. But there's a missing link. His product targets the butts, thighs and body images of young girls. Obama's campaign promotes a healthy, active lifestyle without focus on specific body parts.

Jump ropes and hide-and-go-seek are a heck of a lot cheaper than your shoes Mr. Armato.

What do you think? Is there a place for Shape-ups in the fitness arsenal? Does the product foster a negative body image among young girls?