FAIR POINT: That’s fair play, I’d say

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Toys companies ruthlessly jump on any bandwagon to get on kids’ want-it lists and extract cash from pressured parents.

But now one has come up with a doll of an idea.

Bratz, the girls’ toys I’ve long hated because they look like tiny tarts in their mini skirts and high heels and are surely a bad influence? They’ve been given a heart.

The makers have launched a True Hope range which features dolls with totally bald heads instead of long, flowing locks, especially for kids fighting cancer.

Toying with emotions? Blatantly cashing in on misery? I don’t think so.

Every day ten UK children hear the devastating news that they have cancer.

Treatment can steal up to three years of their childhood and resilient though kids may seem, losing their hair during chemo causes them all the anxieties and loss of confidence adults feel.

Creating toys who look just like them will surely help them feel less isolated.

True Hope dolls, sold at Toys ‘R’ Us, will also raise money for CLIC Sargent, the UK cancer charity for children and their families.

It’s no hollow gesture.