A Canadian toy company has created the first transgender toy — Sam, a nesting doll — to help “teach kids about gender identity” and reduce transphobia before it starts. Unfortunately, as altruistic as it sounds, creating a toy solely for this purpose only helps normalize something that’s abnormal, unhealthy, and likely quite damaging to a child’s wellbeing.

First it’s a little absurd there’s a toy for such a minor phenomenon that exists mostly in news media campaigns to drum up stories on the topic. Since it’s estimated 0.3-0.6 percent of the adult American population are transgender, a generous guess would be half of that, or 0.1-0.3 percent of children identify as transgender, at most. (In case you’re wondering what 0.3 percent of young people looks like, more kids (2 percent) receive an athletics scholarship for college, according to the National Collegiate Athletic Association, than identify as transgender.)