Advertising watchdogs have thrown out a complaint that a TV ad showing a Cabbage Patch Kids dolls’ bottom sexualised children.

The ad was screened following the relaunch of 80s toy sensation Cabbage Patch Kids by Jakks Pacific last summer. Tipped as one of the top toys for Christmas 2012, the dolls are carried by a wide range of retailers including Asda.

The Advertising Standard Authority received a single complaint about the ad, which was screened on a cartoon channel and briefly showed a small image of a doll with her pants pulled halfway down, exposing part of her bottom, which appeared to have a tattoo or writing inscribed on it.

The complainant said they believed the photograph represented children in a sexual way, and challenged whether the ad was irresponsible.

Jakks said the ‘tattoo’ was the signature of the brand’s creator, which was an identifying mark that appeared on all dolls and was used to protect the brand from counterfeiting. The company said it believed the image was not sexual in nature and that the average viewer would not see it that way.

The ASA found that the ad was not in breach of any rules, and agreed with Jakks that it was unlikely to be interpreted by viewers as having sexual connotations.