Alex, I'm with you to some extent. What I won't have is 'merchandised' sutff, for instance, spiderman pyjamas or Thomas the tank Engine duvet cover. I buy the DVDs/CDs and the toys but I won't let it extend beyond that.
I will however, buy them 'labels' simply because I feel that many of these clothes, albeit more expensive, are far better made and durable than much of the mothercare stuff. Dominik's not an abuser of clothes by any means, but the £5 pair of trousers for mothercare or H&M has died long before the Diesel jeans.
I do try and discourage the 'latest trend' type of thing though. I think if you fall for it with kids of a very young age you're only making a rod for your own back later on!
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