The catalogue copy for the Ferrari children's bicycles is maybe more revealing than intended about exactly who they're for:
This licensed Ferrari bike is simply beautiful in every detail. The perfect first bike when your child has to have the very best.Mhmm. Tot Cars currently has Ferrari bikes on sale, 20-30% off. The 12" training wheeled model CX10, formerly £199, is now £139. The little ladies' 20" was £349, and is now £249.
Finished in Rosso Red--or in the official Ferrari ladies colours white and pink--every aspect of this bike is engineered to be the bicycle every parent wants for their child.
Ferrari children's bicycles [totcars.co.uk via dt reader dt]