As Susan Lunn already wrote in this space, this morning the Conservative campaign visited a Gymboree location to announce changes to the child benefit program that would take place, if the party is re-elected.

Janyce McGregor

If you were trying to position the Gymboree brand on the working class-elite continuum, it would definitely be on the ritzy end — and we don't often see the Conservative campaign targeting the "haves" these days with their messaging.

Want to take your pre-schooler to the programs at Gymboree? Prepare to spend nearly all of your government child benefit:

• New member enrollment fee: $40.
• Typical cost of a weekly, 45-minute class in music, art or active play: $65/month.

And because the $100 per month child benefit is taxable, it's safe to assume the sort of households with an income such that they can afford to take their children to programs at Gymboree are netting considerably less than $100 per month after taxes from this program.

Gymboree kids' clothes are rather expensive too. (Wait for the sales!) No word yet on whether they're coming out with a line of toddler sweater vests.

P.S. If there were a drinking game for Political Bytes, would a mention of a "sweater vest" mean it's time to have a shot?

— Janyce McGregor