There comes a point in every parent’s life when you realise your child has agency. For us, the lightbulb moment was last Saturday, when my husband took Miss Two on a trip to the local factory outlet centre.

Entering the store of a large chain, our daughter spotted a unicorn “tutu” dress, which she insisted she not only try on, but then refused to take off, effectively forcing my husband to buy the thing.

Bonds has teamed with The Wiggles on a new range of babies’ and children’s wear.

As my husband and I take up residency in the land of pester power, we are bracing ourselves as Bonds this week released its much-hyped collection featuring The Wiggles.

No sooner had the outlet shopping expedition ended that I had reason to take our toddler to another chain store, this time to buy a step to help her use the toilet more independently. As well as the $5 no-name step, the bottom shelf – the perfect toddler height – boasted the same booster in aqua blue, with a sticker brandishing a caricature of The Wiggles on its side. It cost $21.

I quickly steered my daughter in the opposite direction, lest she throw a tantrum and refuse to leave the shop until I bought the merch. Because let’s face it, that’s what it is.

As much as we have loved The Wiggles (and Bluey, Gabby’s Doll House and Blippi), I am coming to appreciate the sheer volume of endorsements, merchandise and “tat” parents must dodge, debate and refuse just to reach the checkout on a standard trip to the shops.

It still puzzles me how the same characters who preach lessons about … sustainability can then peddle fast fashion bearing their images.

Watching the shows, buying the books – when they are educational – and attending the concerts is one thing. But a Wiggles toilet step? That seems bonkers.

There is nothing new about entertainers, whose content is often available for free via the ABC or at very little revenue via other streaming services, finding other sources of income. Everyone does it, from Taylor Swift to The Teletubbies.