A Spanish company that runs day spas for girls as young as five are under fire for its role in the sexualisation and gender stereotyping of children.

Princelandia, a chain which has 25 branches across Spain, offers girls from five to twelve years of age massages, manicures, pedicures and hairdressing services – which are often followed by a catwalk show in front of their parents. There is also a service called Princess Forever, which allows girls to dress up and “indulge in their princess fantasies.”

While boys are welcome, the company’s main clients are girls. Prices for these pampering services begin at €10 (US$12.50, £8).

When branches opened in Sabadell and Granollers – two towns near Barcelona – dozens of people protested outside, according to an article in The Times.

“This place makes the girls think they must fulfil the role of the pretty, submissive girl who has to be perfect for her prince – not for herself – but for others,” said Judit Terés, from the feminist group Project Her.

“These centres do not help to socialise girls in an egalitarian way,” complained sociologist Silvia Casola.

Miguel Ángel Parra, owner of Princelandia, rejected the criticism: “Though education is primarily the choice of parents, Princelandia tries to help to develop the intellectual capacities of children.”

He added that each Princelandia branch has a number of staff who are qualified teachers, or have qualifications in psychology or special needs education.

Last year 250,000 girls went to Princelandia centres in Spain. The company has plans to expand the spas into Britain, the US, Portugal and Angola.

Following on from the rise in demand for wellness centres which cater for younger audiences, spa consultancy A.W. Lake recently developed a spa concept for children. The first hydrotherapy spa in Texas, US, also opened earlier this year – claiming to help infants reach cognitive developmental milestones up to 50 per cent faster than their peers.