In the months leading up to Christmas, Big W promoted a toy called ‘Mad Santa’. The toy was a Santa Claus head imprisoned in a cage. When shaken the toy laughs raucously, yells, vibrates and its eyes  glow red. Big W staff at four different stores confirmed that the Santa was in the cage because it was insane, not angry.

StigmaWatch contacted Big W to express community rejection of the toy, as the tasteless merchandising and mocking of mental illness. Family stores such as Big W have a responsibility not to humiliate minority groups - this kind of humour would not be acceptable if made at the expense of people with a physical disability.