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Naturally, fans were appalled.

twitter
photo: Twitter screenshot

The most common response was to a kid's character promoting diet culture...

twitter
photo: Twitter screenshot

...while some took offense to the size of the sweater.

twitter
photo: Twitter screenshot

Others pointed out that Miffy herself is a child, and shouldn't be concerned with dieting.

twitter
photo: Twitter screenshot

The Miffy brand apologized to fans on Twitter.

The sweater is intended for adults, the brand reasoned, and the message was not intended to offend.

The brand's Twitter account hasn't removed the tweet as of yet, but the sweater doesn't appear on the Miffy store website either.

We hope you've learned your lesson, Miffy.

miffy crying
photo: Pinterest