Just seen that there is a RA-RE kids range (only for boys I think). But its brand aim is : "A RA-RE the KID child plays "cops and robbers", rolls on the ground, climbs trees and seeks excitement..."
Could be taken in an 'adult' way.
Then theres this :
"When grown up this kid wants to be a fireman or policeman, or a member of the Air force and wants to ride his motorbike..."
Sounds like they want to manufacture a new group - YMCA. Replacing the builder & indian with a pilot & a biker - aiming it at the new generation!!
To me this sounds like they are perhaps trying to incourage their way of life on to children.
To be honest its not my cup of tea.......or should that be glass of pina colarda!!
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