Roald Dahl fans have slammed Sainsbury's for bowing to pressure and stripping Matilda mugs from their shelves after campaigners claimed it could 'encourage domestic violence'.
Good lord, what does it say?
The 'offensive' £5.50 mugs carry the phrase, 'a brilliant idea hit her', an adaptation from a sentence in the children's classic, 'the germ of a brilliant idea hit her'.
...Roald Dahl fans called on the supermarket to 'resist idiocy' and said no one was going to read the mug and think 'Oh it's fine (to hit you) honey, the mug said so'.
A spokesman for Sainsbury's apologised and said they are 'working with' the Roald Dahl team to remove the mug from sale and review the design.Which idiots led this charge? Well, idiots like this one:
Women's Aid has also slammed the mug with Ruth Mason, its Head of Change That Lasts, stating: 'We were dismayed to see the Sainsbury’s design with the slogan.
'This slogan can be read two ways - and that is the problem.
'It can be read as the author Roald Dahl wrote in Matilda: ‘When at last the germ of a brilliant idea hit her'.
'However, it can also be read - as many have noticed and commented on social media - as a trivialisation of the violence that women experience in their own homes.'
Who'd read it like that? Only someone obsessed.
'The design uses a different font and capital letters for the words ‘hit her’ which further emphasises the ambiguity.
'In addition, the quote is not in full and out of context.
'Perhaps it would be a ‘A brilliant idea’ to change the design and donate to domestic abuse charities instead.'
Ah. A shakedown. So thanks, Sainsbury, you've now made yourselves and everyone else a hostage to fortune by treating this lunatics as if they had a genuine grievance...